MILAN — Gucci is set to debut a dedicated Internet portal, including e-commerce, for its fragrances later this month.
The fashion house and its fragrance license holder Procter & Gamble Fine Fragrances announced today the launch of guccifragrances.com on June 29. A partner microsite, florabygucci.com, focusing on Gucci’s women’s scent Flora, which came out this spring, is to go live simultaneously.
Frida Giannini, Gucci’s creative director, said, “Short of allowing someone to actually smell a new fragrance, the Web allows us to involve visitors in a rich multimedia experience. They can then share that experience with their friends online. These new and exciting ways of communicating are fast becoming a way of life.”
The Web site for Flora will reveal aspects of the fragrance’s conception, including its formulation, its flacon’s design and the story of Gucci’s iconic floral pattern — also called Flora — which is used on the scent’s packaging. Footage from the making of Flora’s advertising campaign, shot by Chris Cunningham, will also be viewable. Both sites will have an e-commerce component.