GUCCI “WHERE MY HEART BEATS”: The perfume that turns emissions into sustainable luxury

A seemingly simple, everyday act of applying perfume becomes a purposeful, sophisticated ritual, infused with story and sustainable values.

WHAT IT IS?

In the world of luxury, Gucci took an unexpected step: launching a perfume that not only smells good but also does good for the planet. Where My Heart Beats is the first perfume manufactured using alcohol derived 100% from recycled carbon emissions captured from industrial processes. Part of The Alchemist’s Garden collection, known for its alchemical aesthetic and its focus on niche, exclusive, and narrative-driven fragrances.

The perfume combines white peony, violet leaves, and white musk to create a fresh, elegant, and sophisticated scent. More than just a fragrance, it is an unique alchemica concept. It transforms polluting emissions into an exclusive luxury experience,  in an artistic bottle that creates a memorable and enchanting moment.

WHY IT´S COOL?

This perfume is not just a fragrance; it’s a multisensory experience that combines sustainability, exclusivity, and personalization. Available only in select boutiques and duty-free stores, it offers a unique shopping experience. Additionally, the ability to layer different scents from the collection allows users to create a personalized experience that reflects their identity.

  • Luxury with Purpose: Perfuming yourself becomes a ritual full of story, mystery, and sustainability exclusive boutiques, personalized layering, and a touch of DIY magic make you the perfumer.
  • Conscious & Memorable: More than a scent—it’s innovation, exclusivity, and eco-luxury in a bottle.

Gucci didn’t just create a fragrance; they created a statement piece that feels fresh, modern, and relevant.

WHY IT HAS FUTURE GROWTH POTENTIAL?

The trend towards sustainability and personalization in the beauty market is on the rise. By adopting innovative technologies and offering unique experiences, Gucci positions itself as a leader in the experience economy, where value is found not only in the product but in the experience it offers.

Where My Heart Beats is cool because it turns the everyday act of putting on perfume into a little ritual full of meaning and story. With its alchemical backstory, exclusive bottle design, and eco-friendly recycled alcohol, it’s mysterious, trendy, and totally memorable; a perfume that’s not just a scent, but a statement of style, conscience, and pure luxury fun.

Summarized Cool Average Rating:

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    Showing 2 reviews

  1. How cool is this "Seed"?

    Does it have future growth potential?

    Luxury brand with beautiful fragrance
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  2. How cool is this "Seed"?

    Does it have future growth potential?

    clever cool touch of sustainability by Gucci. well-hunted. Thanks, Good use of bold. I see you categorize this blog under Touch Points (again). Is that correct or a mistake and did you mean Éxperience Economy’? Carl
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    1. Hi Teacher, thanks for the review! I didnt categorized the blog I think its automatic, dont know how to change it 🙁
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      1. Al other students can. Ask them. If not: ask Rahim. don’t give up.
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  3. How cool is this "Seed"?

    Does it have future growth potential?

    One of the best initiatives taken by Gucci on sustainability.
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  4. How cool is this "Seed"?

    Does it have future growth potential?

    .
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  5. How cool is this "Seed"?

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    Love how Gucci ‘Where My Heart Beats’ turns something as simple as perfume into a powerful sustainability story it’s luxury with a conscience.
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  6. How cool is this "Seed"?

    Does it have future growth potential?

    Perfect Gucci always one step ahead! I find this really valuable – not just consume, but also give back to the world!
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  7. How cool is this "Seed"?

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    nice
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  8. How cool is this "Seed"?

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    This initiative by Gucci is really inspiring — transforming carbon emissions into a luxury perfume is both innovative and symbolic. It shows how sustainability can be embedded even in industries like fragrance, where change is not always expected. That said, it would be great to see more transparency about the process and its scalability. If such technology could expand beyond high-end products, the impact could be truly transformative. A bold step in the right direction!
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  9. How cool is this "Seed"?

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    I think this is really cool. I had never heard about it before, and it caught my attention. The way you describe the idea is clear and engaging. Turning emissions to luxury sounds exciting, fresh and memorable!
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  10. How cool is this "Seed"?

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    I find this concept very original because it combines luxury with sustainability in a meaningful way.
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  11. How cool is this "Seed"?

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    I really loved this concept, Thanks for putting it in the map for me. I find this concept to be super personal and to the point. I specially love the bottle designs because the brand made it more than just a perfume bottle, they made it a memento to keep when the perfume is finished.
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  12. How cool is this "Seed"?

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    Amazing how it combines luxury with sustainability in a significant way.
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