The NEW Gucci Première Eau de Toilette

Gucci introduces Gucci Première Eau de Toilette, a lighter, more delicate incarnation of its signature scent. Created as a celebration of the thrill of success, the scent is set to bring cheer and brightness to moments of everyday achievement.

"For me, fragrance is bottled confidence," said Blake Lively, the American actress fronting the glamorous campaign. "You spray it and you immediately feel empowered -- there's a sensuality that comes with fragrance and there's a power that fragrance has on other people."

But while Gucci Première represents a red carpet moment or a big night out, the new Eau de Toilette version is softer."

"It has all the great presence of the original, but dialed down and freshened up. You really can wear it as your everyday fragrance."

Shot by longtime Gucci collaborators Mert & Marcus, Gucci Première's print campaign sets the leading lady against the Los Angeles skyline, poised to step into the spotlight. Dressed in a dazzling couture gown, she is beautiful and elegant.

Find out more at

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