Flora by Gucci

Flora by Gucci

Friday, December 5, 2008 by Wendy Lam


Gucci’s creative director, Frida Giannini borrowed the name of one of her favorite archival prints, Flora and named the latest women’s Gucci scent after the floral pattern. According to WWD, Flora is aimed at a younger customer. Comparing the scents, Giannini said Gucci by Gucci channeled the powerful Gucci woman, while Flora addresses a sensual, younger woman. “Flora is lighter, the floral scent of course evokes a younger consumer, and she has a hedonistic, daring side. I don’t want to say that Flora is the daughter of Gucci by Gucci but maybe the younger sister,” said Giannini. The Flora print featured on the packaging is black and white while the ad campaign shot by Chris Cunningham in a cornfield in Lativa featured an Australian model Abbey Lee in a butterflylike long silk chiffon gown in the middle of more that 40,000 silk flowers moving in tempo with the wind in tune of an original remix of Donna Summer’s “I Feel Love.” The fragrance consists of “top notes of citrus and peony, a heart of rose and osmanthus — a Chinese flower with a distinct floral fruit and leather aroma — and sandalwood and patchouli on the base. Giannini and the P&G fragrance team developed the scent with Firmenich.”

Flora’s line includes eau de toilette spray, 30 ml. for $52, 50 ml. for $65, and 75 ml. for $90; deodorant, 100 ml. for $35; body lotion, 200 ml. for $45, and shower gel, 200 ml. for $38. The fragrance is set to launch globally in early April 2009.


Categories: beauty


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