The world’s first Gucci fragrance

Gucci The Alchemist’s Garden, Where my Heart Beats Eau de Parfum launched by Coty, is the first fragrance to be globally distributed that uses alcohol made from recycled carbon dioxide emissions.

Coty, one of the largest beauty companies in the world with an impressive portfolio of iconic brands announced that the new Gucci Eau de Parfum Where My Heart Beats uses the innovative CarbonSmart(tm), alcohol from Coty’s partner LanzaTech.

This new technology captures carbon emissions from industry and converts it to alcohol that can be used in fragrances.

The latest fragrance from Gucci’s The Alchemist’s Garden, inspired by alchemy, is Where My Heart Beats Eau de Parfum.

Shimei Fan, Chief Scientific & Sustainability Officer at Coty, commented: “Coty was the first company in the world to introduce carbon-captured ethanol into fine fragrances that are distributed globally. Sustainability is the ultimate driver for innovation.

There is something magic in converting industrial emissions into pure alcohol that can be used in fine fragrances. Gucci’s The Alchemist’s Garden Where My Heart Beats Eau de Parfum is our first fragrance made with 100% carbon-captured ethanol.

Alcohol is an important ingredient in the production and development of fragrances. Coty’s and LanzaTech’s innovative solution to reduce the environmental impact of the beauty industry is a new source for alcohol that has been transformed from carbon dioxide emissions using LanzaTech technology.

This novel carbon capture method recycles carbon emissions that would normally be released into atmosphere into alcohol pure enough to use in fine perfumes. This process also uses less water, and requires less agricultural land than traditional alcohol production methods.

This innovation is part of Coty’s Beauty That Lasts Sustainability strategy. It follows other Coty fragrance sustainability initiatives, such as its first refillable scent, Chloe Rose Naturelle Intense Eau de Parfum.