Singer Katy Perry is starring in a new advertising campaign for Dolce & Gabbana’s new eau de parfum.
Called Devotion, the fragrance is said to be Dolce & Gabbana’s first gourmand offer.
The ‘made in Italy’ juice features notes of candied citrus, orange blossom and Madagascan vanilla, and was created by perfumer Olivier Cresp.
The campaign imagery and short film see Perry enjoying the sun and sights of Capri’s Marina Grande with Italian actor and model Michele Morrone cast as a fisherman who catches her eye.
Devotion is available in 30ml, 50ml and 100ml refillable glass bottles, decorated with a metal heart.
The fragrance’s launch is in line with D&G Beauty CEO Gianluca Toniolo’s ambition to elevate the Italian brand’s beauty business to that of its fashion branch, following the end of its licensing model with Shiseido.
Speaking with Cosmetics Business earlier this year, he promised “a completely new blockbuster” in fragrance, with the positioning and communication approach “at the same level of our fashion category – and with celebrities that have around 200 million followers on social media fronting it”.
Toniolo added, at the time, that D&G Beauty also intended to tap the trend for ‘edible fragrances’, or “scents that can be made with edible ingredients that smell like something you can eat on your plate”.
With the ‘Firework’ and ‘Dark Horse’ singer as its face (with 206 million Instagram followers) and with a nod to candied citrus, Devotion appears to be delivering on Toniolo’s aims.
