Gucci introduces Gucci Première Eau de Toilette, a lighter, brighter, more delicate incarnation of this memorable signature scent, to celebrate the thrill of everyday success. More understated than its Eau de Parfum close relative, GUCCI Première Eau de Toilette rewards those champagne moments of everyday achievement and makes them resonate and last. The fresh, sparkling fragrance combines presence and sensual femininity to endow the wearer with an unfading radiance.
The Gucci Première fragrance universe takes its inspiration from the Gucci Première couture collection that debuted at the 2010 Cannes Film Festival. These luxurious evening gowns have been created for the world’s most captivating Hollywood stars, among them Salma Hayek Pinault, Jessica Alba, Cameron Diaz, Naomi Watts, Kate Beckinsale and Li Bing Bing.
Blake Lively, the face of the original Gucci Première Eau de Parfum, and no stranger to Hollywood herself, reprises her role for the new, softer Eau de Toilette. Photographed by Mert Alas and Marcus Piggott, Blake again brings her own brand of feminine strength and assurance to the promotional campaign for this launch.
Blake is well suited to Gucci Première Eau de Toilette, as she observes that glamour does not have to be the preserve of a big night or grand event – “ For me, fragrance is bottled confidence,” she says “You spray it and you immediately feel empowered – there’s a sensuality that comes with fragrance and there’s a power that fragrance has on other people. But while Gucci Première represents a red carpet moment or a big night out, the new Eau de Toilette version is softer. It has all the great presence of the original, but dialled down and freshened up. You really can wear it as your everyday fragrance.”
The bottle and packaging for Gucci Première Eau de Toilette incorporates many of the details and design motifs now associated with Gucci Première Eau de Parfum: a medal charm around the neck of the elegant flacon, entwined with the House’s iconic horsebit. A cap bearing the distinctive signature: “Gucci Première”. A box featuring a gilt rendition of the brand’s coveted interlocking GG Diamante pattern, which has become one of the world’s most recognised design motifs, as well as the script signature of founder Guccio Gucci, and the House’s signature web stripe. However, in keeping with the unique character of the Eau de Toilette, the glamour has been re-imagined. As with the juice inside, the colour of the box is a muted gold, rather than a strong dazzling hue.
While adhering absolutely to the beautiful fragrance silhouette of the original Eau de Parfum, Gucci Première Eau de Toilette has a new bold brightness – radiant flowers and sparkling citrus notes bring a new lightness to the fragrance. The initial bloom triggers a luminous elegance and effervescence, the orange blossom and the light citrus oils combine to give you a sensation that suggests the pouring of a cold bottle of vintage champagne into a tall, elegant glass. The elegant sparkle of the top notes slowly yield to the radiant white flowers at the heart of the fragrance of freesia, jasmine and soft Bulgarian rose. As the fragrances dries on skin, the subtle but tenacious warmth of leather, patchouli and musky notes complete the fragrance’s captivating charisma.
Frida Giannini, Gucci’s Creative Director, says: “In the new Première Eau de Toilette, there is a charming balance of jasmine sambac and Bulgarian rose, two classically elegant feminine flowers that are contrasted with delicate freesia. The result is a vibrant, modern feminine scent that you can enjoy wearing every day”.
Blake Lively says: “This new fragrance announces that you have strength and are happy in your own skin. I really love that. It’s for the woman that I’ve always aspired to be. Every day.”
This article is sponsored by GUCCI PREMIÈRE