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Gucci is gearing up to launch a new fragrance infused with Old Hollywood charm and fronted by Blake Lively. Inspired by the couture line of the same name that made its debut in 2010 at the Cannes Film Festival, the Gucci Première eau de parfum is designed to evoke all the glitz and glamour associated with that event. In a telephone interview, Gucci creative director Frida Giannini said the perfume is for a beautiful, successful woman who is “living her moment, whether it’s on the red carpet or at a private dinner.” “We have three big pillars that we want to support and make as long-lasting classics in the market,” added Luigi Feola, vice president of Procter & Gamble Prestige, referring to Flora, Guilty and Gucci by Gucci. “Première will be the female counterpart to the male Gucci by Gucci,” he explained, noting that the original women’s Gucci by Gucci — Giannini’s first fragrance for the Italian fashion house, which some considered quite masculine — has become more of a niche perfume.

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