The newest addition to the Gucci Alchemist’s Garden fragrance range is Where My Heart Beats, and one of its ingredients is monumental. The fragrance has notes of White Peony, Violet Leaves, and White Musk. It is marketed as a feminine fragrance that is floral and powdery.
Alcohol, or ethanol to be exact, is a key ingredient in fragrance. It blends together the notes and evaporates on the skin, leaving the scent behind. However, the traditional ethanol production method involves harvesting sugarcane and sugar beets. The farming of these products uses large amounts of water and can lead to deforestation. Coty, the group with the rights to produce Gucci’s fragrances, has worked with Lanzatech to create carbon derived alcohol. They use a process to capture carbon from industrial emissions and transform it into ethanol. While this is a good first step to reduce greenhouse gases, experts say that brands will need to do more to make a substantial impact. That includes taking a look at their overall processes and production strategies.
I have not smelled this fragrance myself, but I definitely want to. Though the notes don’t necessarily appeal to me, I am a sucker for environmentally friendly products. It is not at all lost on me that this release happened in April. Commonly referred to as Earth Month, this is a time when many people are thinking more about environmental impact. I want to see how they continue to promote this product throughout the rest of the year. How will they continue to speak about and act on environmental causes? What steps will Coty take to continue to use this new technology in other products? How will the fragrance industry as a whole respond with their own initiatives? I’ll wait and see how those questions are answered. But until I will be buying into the hype and hoping for a sample of this new release.
Experts say that this has a minimal effect on carbon emissions, and that brands will need to take larger steps in order to have a beigger impact. However, this is a good first step. If you are interested in this new addition, you can find it on Gucci’s site and select retailers.
Source used:
Chitrakorn, K. (April 3, 2023). Why Gucci’s latest fragrance is made from recycled carbon. Vogue Business. https://www.voguebusiness.com/beauty/why-the-new-gucci-fragrance-is-made-from-recycled-carbon
Image credit: Coty
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