# Liberty-Inspired Fragrance Campaigns Gucci's New #ForeverGuilty Campaign Features Lana Del Rey By Riley von Niessen | Published 2019-01-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/foreverguilty References: [gucci](https://www.gucci.com/us/en/ca/beauty-c-beauty) & [instagram](https://www.instagram.com/guccibeauty/?hl=en) In celebration of self expression and the desire to live freely, [Gucci](https://www.trendhunter.com/trends/la-famiglia-campaign) has launched its #ForeverGuilty campaign, starring famed singer-songwriter Lana Del Rey, as well as actor and musician Jared Leto. To highlight the feeling that the fragrances are meant to convey, Gucci released a short campaign video where the two stars experience a day in the City of Angels, decades back in time. The #ForeverGuilty campaign promotes [fragrances for both women and men](https://www.trendhunter.com/trends/les-ternels-de-balmain), with the former boasting a distinctive Oriental Floral scent that's balanced out with natural notes, while the latter features a mature Pink Pepper scent, with hints of Italian Lemon mixed into it. Both fragrances come in stylish bottles that are wrapped partially in metal, with the women's colored a luxurious gold and the men's a deep hue of gun metal. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 10% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Self Expression Fragrance Campaigns:** Creating fragrance campaigns that celebrate individuality and self-expression offers opportunities for companies to tap into consumers' desire for personalization. - **Gender-neutral Fragrance Marketing:** Marketing fragrances to both genders with stylish packaging and unique scents offers opportunities for companies to disrupt the traditional gendered marketing approach. - **Nostalgia-inspired Fragrance Marketing:** Creating fragrance campaigns that transport consumers back to different eras offers opportunities for companies to tap into the power of nostalgia and create emotional connections with consumers. ### Sectors Adopting This - **Fragrance Industry:** The fragrance industry can disrupt the traditional gendered marketing approach by creating gender-neutral fragrance collections that resonate with self-expression and individuality. - **Fashion Industry:** The fashion industry can create fragrance campaigns that evoke nostalgia and transport consumers to different eras to create emotional connections with consumers. - **Marketing Industry:** The marketing industry can explore the benefits of incorporating self-expression and individuality into fragrance campaigns to resonate with consumers and create unique brand experiences. ## Related on Trend Hunter - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md) - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Luxurious Perfume Campaigns](https://www.trendhunter.com/trends/art-of-perfuming.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Fragrance Layering Campaigns](https://www.trendhunter.com/trends/jo-malone-london-uniquely-you.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md)