March 1 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Coty opens new chapter in Gucci Bloom story

By Hibah Noor

Gucci Bloom takes on a new look through a campaign by Gucci's Creative Director Sabato De Sarno

Coty Travel Retail has released a new advertising campaign supporting its popular Gucci Bloom fragrance.

The campaign, by Sabato De Sarno, Gucci’s Creative Director, is said to showcase the "luminous beauty of women embracing their journey to self-discovery".

The Gucci Bloom 'story' begins with the original Gucci Bloom Eau de Parfum, "created to unfold like its name", and includes Gucci Bloom Eau de Toilette and Gucci Bloom Eau de Parfum Intense. The fragrances are the work of Master Perfumer Alberto Morillas whose ongoing collaboration with research and development chemists, combined with an extensive knowledge of perfume history, has resulted in a renowned body of creations, garnering praise over the decades.

Three women, three scents and three florals are the stars of the new Gucci Bloom campaign

Gucci Bloom Eau de Parfum is the original Bloom fragrance, opening with Tuberose and interlaced with Jasmine. Gucci Bloom’s white floral trio is complete with Rangoon Creeper accord. Discovered in South India, Rangoon Creeper accord embodies the scent’s concept and name, changing color from white, gradually darkening to pink, then finally to red when it blooms.

The most luminous of the three scents, Gucci Bloom Eau de Toilette offers a citrus freshness with a Neroli Accord, a fusion including Lemon, Mandarin and Bergamot, and Orange Blossom.

Gucci Bloom Eau de Parfum Intense takes inspiration from the mysterious and magnetic forces of moonlight and is the deepest scent in the Gucci Bloom family. Adding a sensual base to Gucci Bloom’s white floral blend, it has notes of Orange Blossom Absolute, with floral heart of Jasmine and Tuberose unfurling with the heady, night-blooming Lady of the Night. This white flower enriches the Bloom Accord with its spicy, powdery qualities. Grounded in a base of Patchouli Essence and Crystal Moss Accord, its core notes are said to echo with creamy sensuality.

Each Gucci Bloom scent is encased in a distinctive, squared bottle. The original Gucci Bloom Eau de Parfum is presented in a powder-pink shade, with lacquered porcelain-effect flacon appliqued with the Gucci label, ribbed and framed in black. The outer carton is covered in Herbarium, the House’s red-and-white Toile de Jouy print of leaves, cherry branches, flowers, and butterflies.

Gucci Bloom Eau de Toilette embraces the feminine beauty of the original design vision while introducing a touch of lightness through frosted pink lacquering. The Herbarium print features on the bottle face, transformed into a lighter shade, with the pattern carried to the outer packaging.

Gucci Bloom Eau de Parfum Intense seals the distinctive square silhouette with a cosmic motif, lacquered with the black intensity of a full moon eclipse framed in gold. The outer packaging features crimson cherry branches, flowers, butterflies, and leaves against a blush background framed in black.

De Sarno's new campaign has Gucci Bloom as a floating garden of dreams. The campaign reflects a woman’s deep connection to her body; a modern portrayal of femininity expressing joy and freedom. Gucci Bloom celebrates authenticity and self-discovery in campaign shots and product visuals of three women, three scents and three white florals, with each image "an invitation to rejoice in being free and full of life".

Gucci Bloom Eau de Parfum, Gucci Bloom Eau de Toilette, and Gucci Bloom Eau de Parfum Intense are available in 10ml, 30ml, 50ml, and 100ml. The new campaign will feature in travel retail in the Americas, Asia Pacific and Europe from March.

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