Gucci embraces its dark side with Bloom Eau de Parfum Intense

By Kristiane Sherry |

Gucci Bloom Eau de Parfum Intense has launched into Asia Pacific and Europe travel retail

Beauty giant Coty has added Gucci Bloom Eau de Parfum Intense to its Gucci Bloom collection, with a ‘potent’ Lady of the Night orchid bouquet that recalls a nocturnal-blooming garden.

Said to be inspired by the ‘magnetic forces of midnight’, the fragrance has been blended by master perfumer Alberto Morillas and also centres jasmine bud and tuberose.

An orange blossom absolute top note combines with jasmine sambac, all built on a base of patchouli essence and crystal moss accord.

The Gucci Bloom Eau de Parfum Intense bottle has a distinctive square silhouette inked with a red Toile de Jouy Herbarium Gucci print.

Its outer packaging has been designed to unfurl with crimson cherry branches, flowers and leaves, all framed in black with a golden outer frame.

New dream-like visuals to support the launch campaign feature director and actor Anjelica Huston, singer-songwriter Florence Welch, actor Jodie Turner-Smith, and designer Susie Cave. 

Photographer Floria Sigismondi shot the campaign, with art direction from Christopher Simmonds.

Floria Sigismondi shot the Gucci Bloom Eau de Parfum Intense campaign, with art direction from Christopher Simmonds

Gucci Bloom Eau de Parfum Intense is available in Asia Pacific and Europe travel retail now in 30ml, 50ml and 100ml formats.

Last month, Coty launched Gucci Beauty’s new Éternité De Beauté foundation into selected travel retail markets.

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