When I was child I heard one phrase a lot at dinner, “Eat your greens!” I found a way to nibble around the edges of what ever was on my plate while eating the other things. It is far from an uncommon experience. Green in perfume is also a difficult sell to most consumers. If there is one significant difference between niche and mainstream it that niche is happy to go green. There are plenty of examples of well executed green mainstream releases which failed. It’s like at the mall the sales associates are trying to get people to “smell your greens!”. Which makes me interested when a brand takes another attempt at trying to break through. Gucci Bloom Acqua di Fiori is the latest to step up.
If there were “glory days” for the Gucci fragrance line it was probably between 1997-2004. Tom Ford was hands-on with creative direction in all aspects of the brand during that time. Once he left the creative direction was mostly left up to the corporate team at P&G. That resulted in what you would expect, safe crowd-pleasing releases. What has me excited about Gucci again is the new creative director Alessandro Michele also seems to share Mr. Ford’s ethic of being involved in the fragrance as well as the fashion. In Sig. Michele’s early days both Gucci Bloom and Gucci Guilty Absolute pour Femme show a new intriguing creative direction in fragrance. When I received the press materials for Bloom Acqua di Fiori I noticed that two of the more prominent green ingredients, galbanum and blackcurrant buds, were top of the ingredient list. Perfumer Alberto Morillas was going to have his hands full adding those into a transparent white flower original.
The green is right there from the beginning. Sr. Morillas pushes them to a moderate level. The overall effect is a slightly bitter sap accord. There is more strength to it overall which makes Bloom Acqua di Fiori a slightly less transparent perfume than the original. Sr. Morillas then reprises the tuberose and jasmine from the original which are similarly opaque. The new addition is lily of the valley to provide a floral with a significant green quality to connect to the top accord. It ends with a lightly woody base accord of sandalwood and white musks.
Bloom Acqua di Fiori has 10-12 hour longevity and average sillage.
I am looking forward to my next visit to my local mall so I can watch first reactions to this perfume. Sig. Michele is trying to see if a new perfume generation will “smell their greens!”. The verdict will take a year to find out. In the meantime, Sig. Michele has again signaled the corporate thought process has been removed from Gucci fragrance. He has a hold of the wheel and is going off-road; Gucci Bloom Acqua di Fiori continues that journey.
Disclosure: This review is based on a sample provided by Gucci.