Coty Travel Retail has extended Gucci The Alchemist’s Garden range with three fragrances, now available at select duty-free locations in Asia Pacific. The scents will be introduced in travel retail across Europe and the Americas from 1 March.
According to Coty, Gucci perfumers take inspiration from alchemy practised in Florence during the Italian Renaissance.
Coty noted: “They create scents through a dynamic process inspired by the four alchemical stages of matter transformation, each linked to one of the four elements: substratum (earth), vapour (air), liquid (water) and ignis (fire).”
Each scent is sealed in a coloured bottle that pays homage to its transmutation process.
The supporting launch campaign, designed by Creative Director Sabato De Sarno, showcases the ingredients and processes behind each scent through tactile imagery.
The Classical Elements
The Substratum scents incorporate earthy ingredients such as resins, woods and dried leaves. These materials are calcinated, macerated, solvent-extracted and infused to release their full intensity.
The perfumes are housed in black bottles with detailed golden illustrations of animals and other symbolic motifs.
The Vaporum family scents feature pure ingredients and synthetic molecules, sublimated through gas extractions or recreated through biotechnology to reflect their aerial qualities. These light fragrances come in white bottles featuring flying creatures.
Liquidum scents are created through distillation, using water to transform floral essences into multi-layered perfumes. Each bottle carries a distinctive symbol from Gucci’s garden.
According to Coty, Ignis fragrances push the boundaries of alchemy, using disruptive techniques to create daring scents. These perfumes are presented in red bottles with magical symbols and fantastical animals.
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