Bringing a new dimension to the #FloraFantasy universe, the new Gucci Flora Gorgeous Magnolia Eau de Parfum, from Coty, is a vibrant addition to global travel retail.
The scent, which is designed to ‘celebrate inner strength’, launched in all travel retail regions in August.
Multi-platinum selling recording artist and songwriter Miley Cyrus is the face of the campaign, directed and shot by artist Petra Collins.
Cyrus first became the face of #FloraFantasy in 2021, bringing to life a world brimming with flowers, fluffy animals, and kawaii cuteness.
The virtual space is inspired by the Gucci Flora collection of fragrances, each built around a ‘noble’ flower.
Form a garden inhabited by kittens and puppies (home to the pink bottle of Gucci Flora Gorgeous Gardenia) to the comforting bedroom space that blends with the turquoise bottle of Gucci Flora Gorgeous Jasmine – the scenarios represent ‘all forms of happiness’.
This latest chapter to the story sees Cyrus stepping out of the house and into the great outdoors, ‘radiating confidence and an intuitive mindset’ through Gucci Flora Gorgeous Magnolia.
Created by perfumers Daphné Bugey and Marie Salamagne, the scent takes inspiration from free spirited women and is built around magnolia alba, an ancient and rare plant that requires a specific harvest and careful distillation process.
Its fruity, floral sweetness is balanced by a clary sage-like edge, to reflect an intuitive nature.
The resulting magnolia essence exudes cheerfulness and a luminous, noble spirit.
Enhancing the sweetness is a dewberries accord for an extra fruity dimension.
Striking a balance between freshness and sensuality, patchouli essence is then used to ground the scent.
The perfumers capture the plant’s intense woodiness from Indonesia’s top quality patchouli, for a subtly earthy and leathery aroma.
Gucci Flora Gorgeous Magnolia also features blond woods, which provide a gentle, sensual touch, while coconut accord delivers a touch of vanilla freshness.
Finally, jasmine sambac absolute lends intensity and warmth that comes together with a mellowing trail of musks.
The bottle and outer packaging showcases the House’s iconic Flora pattern, featuring vibrant blooms and rich hues, in a purple shade. Available in 30ml, 50ml, and 100ml.