Industry news

Gucci's new launch this month is Flora - the second feminine fragrance released under creative director Frida Giannini.  The fragrance has been created with Gucci licensee Proctor & Gamble Prestige Products and will be available from Bergdorf Goodman and Neiman Marcus this month before a wider distribution is put in place for May.

Flora is based on a patterned fabric used for a scarf for Grace Kelly in 1966.  The pattern has been used in various colourways for various applications over its 40 year history but it has never appeared in black and white, as it does now on the inside of the box in which the fragrance is packaged.

The juice is presented in a hexagonal shaped bottle and is aimed at a slightly younger market than the first fragrance introduced by Giannini for the brand, 2007's Gucci by Gucci.

Flora has a suggested retail of $52 for 30ml, $65 for 50ml and $90 for 75ml all eau de toilette spray.  The line will also consist of a 100ml deodorant for $35 a 200ml body lotion for $45, and a 200ml shower gel for $38.

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