The scent
Gucci Première
The backstory
Inspired by classic Hollywood glamour, the newest women's scent from Gucci is named after a collection of gowns it unveiled during the 2010 Cannes International Film Festival. The fragrance, as Gucci's creative director, Frida Giannini, explainedby e-mail, is meant to conjure a "highly luxurious and inspirational universe."
What it smells like
The layering of orange blossom and white flowers is feminine yet quite sweet. While Giannini compares the "Champagne-like opening effect" to "a red-carpet entrance," it also has the potential to wade into Real Housewives territory. Musk anchors the floral headiness, but the wood and leather notes aren't fully expressed – odd, given that Gucci is a leather-goods house.
The nose
Also strange is the fact that no perfumer is officially linked to the scent – akin in the fragrance world to a director taking his or her name off a movie.
The look
The squat art deco bottle is designed to appear as if dipped in liquid gold, bearing subtle Gucci signage atop the cap and on a charm that dangles from the bottle's neck alongside a plastic gold piece resembling the brand's iconic horse bit.
The face
Blond bombshell Blake Lively ( GossipGirl 's Serena van der Woodsen) was shot by fashion photographers Mert Alas and Marcus Piggott for the campaign. Of her fragrance persona, Lively says by e-mail, "[She's] a timeless woman in her strongest, most powerful form."
Who it's for
A woman more enticed by the image and pedigree of a scent than the scent itself. If Gucci Première makes her feel like a star, however, who's to say it's not a success?
Cachet factor
The fragrance had its official debut in the fall, but this is awards season, when red-carpet glamour is top of mind. Still, it's more commercial crowd-pleaser than offbeat darling. Consider it the fragrance equivalent of an airplane movie.
Where to buy it
Holt Renfrew, The Bay, Ogilvy, Sephora, Shoppers Drug Mart Beauty Boutiques and Murale.
Price
$78 for 30 ml, $130 for 75 ml.
Amy Verner