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Gucci taps Miley Cyrus avatar for Roblox fragrance

Gucci’s new Flora fragrance has landed in the brand’s Roblox world, replete with Miley Cyrus avatar, scavenger hunt, selfie wall and wearable fragrance bottle backpack.

Gucci Town on popular gaming platform Roblox now has a signature scent. Gucci Flora, the brand’s first fragrance in the metaverse, comes in the form of digital wearables, scavenger hunts and brand celebrity ambassador Miley Cyrus in avatar form in the brand’s digital version of its ad campaign, Flora Fantasy. In the experience, visitors can pose for selfies next to Cyrus’s avatar.

Cyrus, the face of Gucci Beauty’s new Flora Gorgeous Jasmine campaign, is the first celebrity to appear in Gucci’s world. The fragrance, or virtual iteration of, is the first Gucci Beauty product to join its Roblox destination, which was introduced in May and is the pair’s fifth collaboration.

With a digital rendering of the scent, visitors can participate in challenges, games and interactive learning experiences centred around the fragrance, with many of the activities led by Cyrus’s avatar. Rewards will be available for winners of scavenger hunts involving searches fo...

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