A New Garden for Gucci Flora

The house is launching a quintet of new scents, called The Flora Garden Collection, which is a play off of the hit Flora women's franchise.

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PARIS — Gucci’s creative director, Frida Giannini, is launching a new collection of Flora scents in March.

This story first appeared in the January 27, 2012 issue of WWD.  Subscribe Today.

The names are evocative: Gorgeous Gardenia, Gracious Tuberose, Glamorous Magnolia, Generous Violet and Glorious Mandarin — all plays on the letter “G” “because of Gucci, of course,” she said.

“So Gorgeous Gardenia because I wanted to underline the gorgeously feminine side of this fragrance. Glorious Mandarin because there’s a sort of euphoria in mandarin, since it’s such a sparkly fruit,” said Giannini.

The Garden Collection spans the five most important blossoms depicted on an iconic Gucci scarf designed by Vittorio Accornero for Princess Grace in the Sixties. “It’s a sort of bouquet of scents,” said Giannini.

And they dovetail from Flora by Gucci, the blockbuster women’s scent introduced in 2009 with Gucci beauty licensee Procter & Gamble Prestige. Take the flacon design, for instance.

“We just played with proportions, so the bottle is taller than the previous one,” she explained. The cap, rather than being black and gold like in the former iteration, is transparent.

For the juices, Giannini wanted every one to draw on a different facet of the same woman.

“It was important that each fragrance was pretty different from the other,” she said.

There was a similar idea behind The Flora Garden’s advertising, which includes an image per scent and also one for the entire collection in single and double pages.

“Basically, the idea was a sort of labyrinth where this woman was playing or walking or just sitting on the green,” explained Giannini. The visuals photographed by Sølve Sundsbø feature model Abbey Lee Kershaw, who also starred in Flora’s campaign. However, for the garden scents, the setting is sunset, rather than daylight, meant to add further to the enigmatic side of the project.

“It’s an entire new world of Flora,” declared Luigi Feola, general manager for global luxury brands at P&G, speaking of The Flora Garden.

The collection’s global launch includes an introduction in the U.K. in March, followed by Italy, Germany and the U.S., among other countries, in April, and the Middle East and Russia in May. China is due to get the scent in spring 2013.

At launch, the mandarin and violet variants will be only available in Gucci flagships and select department store doors as 100-ml. eau de toilette sprays for $100. The other three iterations will be available globally in the 100-ml. size, but also in a 50-ml. version for $70.

Company executives would not divulge sales forecasts, but industry sources estimate The Flora Garden will generate $150 million in first-year retail revenues worldwide.

The three pillars of Gucci’s fragrance business are the Gucci by Gucci, Flora and Gucci Guilty franchises. Since P&G acquired the Gucci fragrance license in 2006, it has practically tripled the business, according to Feola.

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