Coty has extended the Gucci fragrance collection with the launch of eau de parfum Where My Heart Beats, part of The Alchemist’s Garden line. It is available across Americas, Europe and Asia Pacific travel retail from this month.
Crafted by Master Perfumer Alberto Morillas, this is the first Gucci fragrance to be manufactured using alcohol made from 100% recycled carbon emissions.
A Floral Rose scent, Where My Heart Beats highlights peony notes through an ensemble of White Peony Accord, Violet Leaves Accord and White Musk.
It is encased in a lacquered white glass flacon gilded with heart-shaped rose gold foliage, a butterfly stamp, the signature Gucci emblem and a green bow at its base. The bottle is tucked in a white pouch and encased in an accented white box.
“A symbol of freedom and creativity, as well as a signature Gucci emblem, the butterfly stamped onto the delicate white bottle is a winged wonder as whimsical and elegant as the fragrance’s peony blend,” noted the brand.
The eau de parfum, perfumed oils and acque profumate (scented waters) of The Alchemist’s Garden collection are designed to be layered – the notes shift and magnify when paired with another, celebrating ‘the beauty of alchemy’.
The campaign for the new fragrance captures this customisation concept. Photographer Paulette Tavormina has employed visuals of 17th century alchemy still life, unfurling bouquets, open cage of butterflies and ripe fruits. The shots also feature a tiered glass stand surrounded by an abundance of love birds, clouds of petals, butterflies and hourglasses. ✈
