Inside Perfume

Brace Yourself For Flora by Gucci

Posted on: December 17, 2008

In 2009 Gucci plans to have their most successful perfume ever. Flora by Gucci, is an all new perfume created by Gucci’s creative director Frida Giannini. Gucci, and licensee Proctor & Gamble Prestige Products, expect Flora to bring in $220 million in retail sales in its first year. Flora is the second women’s fragrance from Gucci, and is due to come out in April 2009. 

Flora is, of course, based on a floral accord:

Top notes: citrus and peony
Heart notes: rose and osmanthus
Base notes: sandalwood and patchouli

 Flora is targeted at young women, designed to be light, sensual, and pleasant. In WWD, Giannini had to say this to say on the scent:

“Flora is lighter, the floral scent of course evokes a younger consumer, and she has a hedonistic, daring side. I don’t want to say that Flora is the daughter of Gucci by Gucci (Gucci’s first women’s fragrance) but maybe the younger sister…

I will wear Flora in the morning and Gucci by Gucci in the evening.”

Flora just might be the big hit of 2009, but the description and aim of it sounds awfully familiar to me. It seems to share the intent of Chanel’s Coco Mademoiselle  and Marc Jacob’s Daisy (see Coco Mademoiselle vs. Daisy). Sensual, floral, and aimed at young, sophisticated women. Is Gucci just jumping on the band wagon, recognizing the success of these other big name designers targeting a younger audience? Perhaps, but can you blame them?


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