Gucci taps Miley Cyrus avatar for Roblox fragrance

To obtain the Vogue Business e-newsletter, join right here.Gucci Town on widespread gaming platform Roblox now has a signature scent. Gucci Flora, the model’s first fragrance within the metaverse, comes within the type of digital wearables, scavenger hunts and model movie star ambassador Miley Cyrus in avatar type within the model’s digital model of its advert marketing campaign, Flora Fantasy. In the expertise, guests can pose for selfies subsequent to Cyrus’s avatar.Cyrus, the face of Gucci Beauty’s new Flora Gorgeous Jasmine marketing campaign, is the primary movie star to look in Gucci’s world. The fragrance, or digital iteration of, is the primary Gucci Beauty product to hitch its Roblox vacation spot, which was launched in May and is the pair’s fifth collaboration.With a digital rendering of the scent, guests can take part in challenges, video games and interactive studying experiences centred across the fragrance, with lots of the actions led by Cyrus’s avatar. Rewards can be obtainable for winners of scavenger hunts involving searches for “Flora” letters, and members can pose within the Gucci Flora Gorgeous Jasmine marketing campaign on Selfie Way. While Gucci didn’t elaborate on the precise rewards, up to now, guests have been in a position to entry some digital merchandise as soon as they achieved sure thresholds associated to engagement, similar to taking part in 100 video games or finishing 18 treasure hunts.Gucci has launched its first digital fragrance, Gucci Flora Gorgeous Jasmine, in Gucci Town on Roblox.
Photo: Gucci

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