Quick take:
- Miley Cyrus is the face of Gucci Beauty’s new Flora Gorgeous Jasmine campaign.
- She is the first celebrity to appear in Gucci’s virtual world.
- Visitors can take selfies with Cyrus’s avatar.
Gucci has launched its first metaverse fragrance in Gucci Town, its virtual world on Roblox, which was introduced in May. The fragrance, named Gucci Flora, comes in the form of digital wearables and scavenger hunts.
The brand’s celebrity ambassador, Miley Cyrus, is the face of Gucci Beauty’s new Flora Gorgeous Jasmine campaign. She will appear in Flora Fantasy, the digital version of the campaign as an avatar and is the first celebrity to be featured in Gucci Town.
The virtual version of the Gucci Flora fragrance is the first Gucci Beauty product to land in Gucci Town. The virtual world is the fifth collaboration between Gucci and Roblox.
In the Flora Fantasy experience, visitors can pose for selfies with Cyrus’s avatar and particpate in challenges, games and interactive learning experiences around the fragrance.
There will be a scavenger hunt that involves searching for “Flora” letters and winners will be rewarded, although Gucci has yet to reveal what the rewards will be. Previously, Gucci Town visitors could access digital products after achieving certain game-related thresholds such as playing 100 games or completing 18 treasure hunts.
While beauty brands have been entering the metaverse with virtual products to capitalise on the potential of Web3, the challenge is in translating them into something applicable in the virtual world.
In March, Estée Lauder launched a virtual serum that can be applied to avatars to give it a a “glowing, radiant look”. Recently, luxury fragrance brand, Byredo, partnered with Nike’s design and fashion studio, RTFKT, to create wearable digital perfumes, customised physical and digital scents and NFT-connected near-field communications (NFC) tags on physical perfume bottles.
Byredo and RTFKT will work with Paris-based art directors M/M, to visually render 26 ingredients that represent emotions such as acuity, harmony, naivety and virtue.
In Gucci’s case, the digital fragrance comes in the form of a wearable bottle backpack, which is available in the virtual Gucci store. Visitors can purchase the backpack along with other virtual clothing, bags, and accessories in Robux. Visitors will also be able to check out the virtual Gucci Flora boutique.
To bring Flora Fantasy to life on Roblox, Gucci engaged Swedish game development studio, The Gang. The studio has previously partnered with Gucci for its virtual fashion and music event Achille Lauro x Gucci, and is the developer of Vans World, which launched on Roblox in Sep 2021.
Gucci did not reveal the price of the digital fragrance, but the physical scent, which debuted on Aug 1, is priced at $149 for a 100ml bottle.
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