Gucci has launched its first metaverse fragrance in Gucci Town, its virtual world on Roblox, which launched in May. The fragrance, called Gucci Flora, comes in the form of digital wearables and treasure hunts.
In occasion of the new Gucci Flora Gorgeous Jasmine Eau De Parfum, a #FloraFantasy experience featuring #MileyCyrus has popped up in #GucciTown on @Roblox. Discover more https://t.co/9xjUfWbCpi @MileyCyrus @roblox #AlessandroMichele #GucciBeauty pic.twitter.com/iO3WLO2toI
— gucci (@gucci) August 4, 2022
Miley Cyrus on Roblox
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 appear 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 will be able to pose for selfies with Cyrus’ avatar and participate in challenges, games and interactive learning experiences around the fragrance.
Presenting the new Gucci Flora Gorgeous Jasmine Eau De Parfum, the latest #FloraFantasy chapter appearing in the joy-fueled campaign starring @MileyCyrus. #AlessandroMichele #MileyCyrus #PetraCollins #ChristopherSimmonds https://t.co/BA6FfPLSnH pic.twitter.com/DOKK0qBaGi
— gucci (@gucci) August 1, 2022
There will be a scavenger hunt that involves searching for “Flora” lyrics and winners will be rewarded, although Gucci has not yet revealed what the rewards will be.
Previously, visitors to Gucci City could access digital products after reaching certain game-related thresholds, such as playing 100 games or completing 18 scavenger hunts.
While beauty brands have delved into the metaverse with virtual products to tap into the potential of Web3, the challenge is to make them applicable in the virtual world.
Through a candy pink world filled with pop references and kawaii cuteness, the #FloraFantasy story unfolds with a new chapter featuring @MileyCyrus and the House’s latest fragrance, Gucci Flora Gorgeous Jasmine Eau de Parfum. #AlessandroMichele #MileyCyrus https://t.co/lobDlKOI8n pic.twitter.com/LuTP4C8AfY
— gucci (@gucci) August 1, 2022
Other beauty brands in the metaverse
In March, Estée Lauder launched a virtual serum that can be applied to avatars to give them a “glowing, radiant look.”
Recently, luxury fragrance brand Byredo partnered with Nike’s design and fashion studio, RTFKT, to create wearable digital perfumes, customized physical and digital scents, and near-field communications (NFC) tags connected to physical perfume bottles.
Byredo and RTFKT will work with Parisian art directors M/M, to visually embody 26 ingredients that represent emotions such as sharpness, harmony, ingenuity and virtue.
In the case of Gucci, the digital fragrance is presented in the form of a wearable bottle backpack, which is available at the Gucci online store.
Visitors can purchase the backpack along with other virtual apparel, bags and accessories at Robux, and will also be able to browse the Gucci Flora online boutique.
To bring Flora Fantasy to life in Roblox, Gucci hired Swedish game development studio The Gang. The studio already partnered with Gucci for its Achille Lauro and Gucci fashion and music virtual event, and is the developer of Vans World, which launched on Roblox in September 2021.
Gucci did not disclose pricing for the digital fragrance, but the physical fragrance, which debuted on August 1, is priced at $149 for a 100 ml bottle.
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