
Gucci Bloom: debuting
the first fragrance
by Alessandro Michele
PRESS RELEASE
August 15, 2017
August 15, 2017
Coty Inc. reports fiscal 2017 Q4 and full year results
PRESS RELEASE
Aug 22, 2017
Coty Inc. reports third quarter FY17 results
PRESS RELEASE
May 10, 2017
THE SCENT
Blended by master perfumer Alberto Morillas with direction from Alessandro Michele, the fragrance is created to unfold like its name. The creative director envisioned the scent as a thriving garden full of diverse types of flowers and the rich perfume it emits.
Authenticity is woven through qualitative, highly-concentrated natural ingredients.
Notes blossom out like a concentration of flowers, the unique expression of the new to the world ingredients, brings a new olfactory experience.
Natural Tuberose absolute harvested from India is interlaced with natural Jasmine absolute. Jasmine bud extract, obtained through an exclusive method of co-extraction that blends a natural quality of jasmine and captive molecules to impart a fresh green and petal scent on the skin. Gucci Bloom also features notes of another plant used in perfume-making for the first time, the Rangoon Creeper. Discovered in South India, the Rangoon Creeper embodies the new scent’s concept and name, as it changes color from white, gradually darkens to pink then finally to red when it blooms. The vine’s flowers are redolent with a slightly powdery feminine floral perfume.
THE DESIGN
An arbiter and seeker of beauty, Alessandro Michele ideated a flacon and packaging that encapsulates the fragrance’s spirit dedicated to the diversity of women.
“The bottle is not designed feminine to seduce men, but to keep company with the women who wear the perfume. Retro and tender because of its color, with clean, slender lines, and not crafted in transparent glass - it is instead lacquered, reminiscent of porcelain, a material that I love very much,” he said.
A vintage powder pink shades the lacquered square-shaped bottle, appliquéd with the Gucci label ribbed and framed in black. The outer carton is covered inside and outside in Herbarium, a red-and-white toile de Jouy House print of leaves, cherry branches and flowers framed in black.
THE CAMPAIGN