Debuting the first fragrance developed by Alessandro Michele and Master Perfumer Alberto Morillas: a scent designed to celebrate authenticity, vitality and diversity of women—flourishing in a natural, expressive and individual way.

Gucci Bloom is created to unfold like its name, capturing the rich scent of a thriving garden filled with an abundance of flowers. Tuberose and jasmine combine with Rangoon Creeper—a unique flower discovered in South India that is being used for the first time in perfumery to create a rich scent that transports the wearer to an imaginary garden.

The scent is presented in a lacquered bottle, reminiscent of porcelain, in a vintage powder pink shade with a Gucci label appliqué. #InBloom

Gucci Bloom celebration of authenticity and freedom is depicted by a dreamlike world. For the campaign directed by Glen Luchford, testimonials Dakota Johnson, Hari Nef and Petra Collins show their special bond with each other.

We took a multi-channel approach including in-store takeovers, OOH, pop-ups, PR, influencer marketing and social media – where we attracted audiences through Instagram, created engagement through Facebook/YouTube/ Pinterest and drove purchase through e-commerce.

Bridging the gap between online and offline, we created urban blooming gardens inside and outside the store.

We also created a digital toolbox with 20+ hours of behind-the-scenes footage and content curated by our 3 talents #InBloom. Gucci was selected by Facebook as one of the 5 brands to pilot the “Facebook Lenses” behind Gucci Bloom.

Our pre-launch press party transformed MoMA into an incredibly life-affirming urban garden. We ran high profile launch events including #InBloom/Harper’s Bazaar Times Square photo shoot (syndicated in 22 countries); Bloom’s $11m record-breaking week (in Macy’s history), and other takeovers including Harrods.

The year-round Gucci Bloom campaign was truly 360 in its scope - reaching consumers through myriad touch points globally.

Overall the campaign delivered 1.8m content views and 4bn global media impressions. The Gucci Facebook Lenses campaign delivered 5.7m clicks and 1.8million content views. And a specially created national Snapchat filter received over 300,000 engagements.

The largest global pop-up, at Westfield Oculus (with 450 media screens across 325 national Westfield locations) reached 2.6 million people in just 7 days, generating 32m impressions. Our digital influencers attracted over 10m impressions.

Bloom has generated over a billion national print/digital impressions and has been the subject of numerous awards and accolades including ‘Oprah’s Favourite Things’, Refinery29, the Allure Best of Beauty, Elle Beauty Award among others.

The campaign’s success not only put Bloom firmly in the list of Top 10 most sold fragrances globally, but helped reinvigorate the entire fragrance category - at a time when consumers were becoming jaded with Luxury brands’ uncommon touch.