Gucci is pleased to announce the launch of Flora by Gucci Eau de Parfum. The new Eau de Parfum, which follows the debut of the Flora by Gucci Eau de Toilette, is the latest product developed for the growing Flora fragrance world. The light, feminine touch of Flora resonated immediately with consumers around the world when it launched in April 2009. This new EDP possesses the same youthful and optimistic spirit but in a deeper, more concentrated scent. The result is a sophisticated, warmer version of Flora that makes it ideal as an evening fragrance.
‘I was just as involved in the creative development of this new Eau de Parfum as I was in the original Flora fragrance,’ says Gucci Creative Director Frida Giannini. ‘I used the freshness of Flora as the foundation but wanted to bring a new sensuality to this scent. The Eau de Parfum feels a bit more grown up. I think it will still appeal to our Flora customer but now she has the choice of whether she wants to keep her scent light and easy or a bit more rich and dramatic for evening. It is for a different moment in the same woman’s life.’
Giannini relied upon the same base of Rose and Osmanthus flower balanced by Sandalwood and Patchouli for the scent’s structure; however the notes are now stronger and more sultry in the Eau de Parfum version. Top notes of fresh citrus and peony finish off the bouquet. Not only is the effect more intense and luxurious, but the scent also lasts longer on the skin.
For the EDP, Giannini has created a new white on black Flora pattern for the package interior, which gives a twist to the original and creates a new, richer look. The bottle’s cap has been crafted from gold metal and the label in gold paper give it a precious and luxurious feel.
The new Eau de Parfum will be complemented by a special collection of luxury gifts that will launch in exclusive doors. The new products include a white scented candle decorated with the black Flora pattern, a luxury purse spray as well as a solid fragrance that is packaged in a sophisticated gold metal compact.
This new product line will be available globally starting January 2010. It will be supported in traditional retail outlets as well as sold online at the new Flora micro website, www.florabygucci.com. The microsite is dedicated to the entire world of Flora and allows for an interactive exchange of ideas and imagery for Flora fans globally.
The inspiration for the Flora fragrance originates from an iconic design from the Gucci archives that was rediscovered by Gucci Creative Director Frida Giannini and has been the catalyst for several of Gucci’s most popular products. From its original incarnation as a silk scarf specifically designed for Princess Grace in 1966, to the sought-after accessories and ready to wear designed by Giannini in the 21st century, Flora has proven to posses a timeless allure. The Flora world today includes sunglasses as well as the expanding fragrance collection.
Eau de Parfum 1.0 fl.oz $60.00
Eau de Parfum 1.6 fl.oz $80.00
Eau de Parfum 2.5 fl.oz $100.00
Flora by Gucci Eau de Parfum is available February 2010 at Bloomingdale’s and Saks Fifth Avenue stores nationwide.
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