Gucci Beauty The Alchemist’s Garden Campaign

The Challenge

Gucci beauty launched in 2019 their first luxury fragrance collection “The Alchemist’s Garden” which was inspired by the science of alchemy. The brand wanted to bring the story of the collection to life while highlight the inspiration behind the campaign but also the ingredients of each fragrance.

The Solution

Gucci beauty collaborated with, the #1 beauty a fashion web-magazine in KSA to create content highlighting all the elements of the Alchemist’s Garden campaign. The brand also worked with selected talents that are long term supporters of the brand.

Each video started with an alchemist set (with chemical test tubes) which surrounded the perfumes and the ingredients. The talents played the role of the alchemist, testing and smelling the ingredients of the fragrances.

As each fragrance is linked to an animal and an ingredient, we projected an animal or flower in each video on a white wall where influencers were standing, metaphorically blending with the fragrance.

The focus of the videos was the fragrances with alternative shots between fragrances & ingredients; fragrances & talents and fragrances & imagination.

The content was displayed on social media and website. The talents also shared images on their platforms, highlighting the different aspects of the campaign in a story telling manner.

While the digital campaign was running, the brand also sent out a reboost of the collection to media in the region to secure print and online coverage on the fragrances.

The Results

• The campaign generated more than $260K in advertising value on talents social media platforms
The campaign reached a total impression of 2M with more than 30K interactions
The traditional media campaign generated around $300K in advertising value in top magazines and websites in the region