#FloraFantasy: Coty unveils Gucci Flora Gorgeous Gardenia Eau de Parfum - The Moodie Davitt Report
Coty has relaunched Flora Gorgeous Gardenia, the new feminine eau de parfum from Gucci. The fragrance was unveiled in European travel retail on 1 August.
It will be launched in North America and Asia Pacific travel retail from 1 September, Mexico & Central American travel retail from mid-September and South American travel retail from October.
The refreshed Gucci Flora Gorgeous Gardenia fragrance offers a more highly-concentrated formula than the original eau de toilette. The joyful, floral scent was developed around the Gardenia flower and blended with solar Jasmine Grandiflorum absolute and pear blossom accord. It closes with touches of brown sugar accord.
The Flora Gorgeous Gardenia flaçon is an elongated pink lacquered glass, with a shiny gold cap. One notable addition to the new expression is the house’s signature Flora pattern, which has been reimagined by Gucci Creative Director Alessandro Michele.
The Flora pattern was originally created by Italian artist Vittorio Accornero for Gucci in 1966 and has since become one of the fashion house’s signature prints. Both the bottle and carton feature the striking floral print.
The Gucci Flora Gorgeous Gardenia #FloraFantasy campaign seeks to reinterpret the world of flowers in a contemporary way. It stars American singer/actress Miley Cyrus, who rose to fame on the series ‘Hannah Montana’.
“Fragrances are explorations and flowers, in particular, represent a world of infinite possibilities,” commented Michele. “Just as you can delight in drawing out different notes from a bouquet, in this case, the Gardenia, whose scent is unusual, sensual and intense. For the campaign, I had fun building a surreal and enchanting world around Miley Cyrus, creating a playful contrast between this artist with a rock and roll spirit and a flowery universe.”
The #FloraFantasy campaign visuals and film were photographed and directed by Canadian Photographer/Artist Petra Collins. It immerses viewers in a Japanese anime-inspired pink candy world filled with surreal, pop-art references. Cyrus is the protagonist of the campaign who drifts from her garden, then to the beach to play her electric guitar.
Michele added, “The Flora Gorgeous Gardenia campaign is a challenge to reinterpret the world of flowers in an unexpected way. The inspiration comes from Miley Cyrus, an artist with a spirit that is both rock and roll and eclectic at the same time… because who says that someone with a rock and roll attitude can’t live in a world of flowers and embody the Flora universe?”
Watch Miley and Her Mullet Get the Anime Treatment
Photo: Courtesy of Gucci
So you watched Adam Driver turn into a centaur to get you to try a fragrance. May I interest you in Miley Cyrus morphing into her animated alter ego in an attempt to do the same?
The latest campaign ad you’d like to sniff through the screen comes courtesy of Gucci and its new Flora Gorgeous Gardenia fragrance, which is being fronted by Cyrus and her ever-powerful shaggy mullet.
The dreamy campaign, shot and directed by Petra Collins, is set to Cyrus’s cover of Shampoo’s ’90s earworm “Delicious” and follows the star as she frolics among a bunch of blooms (Gucci’s speciality); hangs out with impeccably groomed poodles, soft bunnies, and really cute cats; enters a pink house that Barbie probably bookmarked on Zillow; and plays a pink guitar on a chill beach that’s probably centaur friendly.
After doing all of these mind-palace-worthy activities, Cyrus magically transforms into “her true self,” which is apparently an anime-inspired Miley one can only assume takes advice from her wise cat friends and protects planet Earth from evil using flower power.
So what does Flora Gorgeous Gardenia smell like, other than “delicious!”? According to Gucci’s creative director, Alessandro Michele, the reimagined scent is “unusual, sensual, and intense,” while a release describes it as “a modern reinterpretation of the gorgeous white gardenia note” that’s magnified by a juicy pear-blossom accord, jasmine grandiflorum, and just a touch of brown sugar (delicious). The felines in the clip seem to be fans, and they’re known to have excellent taste when it comes to luxury fragrance.
Gucci Flora Gorgeous Gardenia will be available exclusively at Sephora beginning in August and nationally in October. Best of luck getting this song out of your head before then!
Miley Cyrus Fronts Campaign For New Gucci Perfume
Miley Cyrus is the latest star to join the Gucci perfume clan as the face of its new fragrance, “Gucci Flora Gorgeous Gardenia Eau de Parfum.” While starring in the latest Gucci Beauty campaign, the multi-platinum selling recording artist, songwriter and actor will appear in a set of images with the scent, as well as a video. While shot and directed by artist Petra Collins, it is Alessandro Michele, the brand’s Creative Director and force behind the eau de parfum, who has taken over the creative helm of the joy-fuelled campaign.
The creative head of the luxury Italian fashion house, which is celebrating its 100th birthday this year, explained why he felt Cyrus, with her unique personality, was the perfect fit.
“Miley Cyrus is an artist with a spirit that is both rock ‘n’ roll and eclectic at the same time. I admire her and I think she will perfectly embody the new “Gucci Flora Gorgeous Gardenia” fragrance and story,” he said.
An example of her generation, Cyrus speaks truth to self-expression, optimism and authenticity. And with over 135 million fans on Instagram, her appointment as a Gucci Beauty ambassador will surely attract a more diverse and younger following.
“It’s with happiness and honour I announce I am the face of “Gucci Flora Gorgeous Gardenia Eau de Parfum.” @gucci and I have felt like family for a long time in our collaborations which have always revolved around vibrant colour, self-expression & unapologetic contradiction,” the 28-year-old trailblazer shared on the social media platform. “Being tough in a soft environment or still in a chaotic moment. #FloraFantasy is being who you are. None of us are made with one ingredient. We all have different notes, some subtle and some bold. Just like Flora!”
The “Prisoner” and “Wrecking Ball” singer, who is renowned for her distinctive raspy voice, joins an impressive group of celebrities who have starred in Gucci perfume campaigns. These include Harry Styles, Lana del Rey, Florence Welch and Jodie Turner-Smith.
The new “Gucci Flora Gorgeous Gardenia Eau de Parfum” will be available from 30 July on gucci.com and from 1 August in selected Gucci stores, retailers and perfumeries worldwide.