# Carbon-Captured Alcohol Perfumes Gucci's Where My Heart Beats is a Sustainable Luxury Perfume By Laura McQuarrie | Published 2023-04-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/where-my-heart-beats References: [voguebusiness](https://www.voguebusiness.com/beauty/why-the-new-gucci-fragrance-is-made-from-recycled-carbon) Where My Heart Beats is the newest addition to [Gucci’s](https://www.trendhunter.com/trends/a-floral-verse) The Alchemist’s Garden collection and [Coty](https://www.trendhunter.com/trends/vibe-perfume) is introducing this perfume as the first of its kind to be globally distributed and manufactured and using alcohol from 100% recycled carbon emissions. This fragrance uses CarbonSmart alcohol provided by Coty partner [LanzaTech](https://www.trendhunter.com/trends/lululemon-3), which turns transforms carbon from industrial emissions into alcohol for fine fragrances. Alcohol is a key ingredient in the production of fragrances and by exploring this new source of alcohol transformed from carbon emissions, the brand is reducing the beauty industry's environmental impact. Additionally, the process needs less water and reduces the need for agricultural land compared to traditional methods of alcohol production. This floral fragrance for men and women has top notes of violet leaves, middle notes of peony and white musk at its base. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 53% | Activity: 71% | Freshness: 15% - Audience gender: 30% men, 70% 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 ### Why This Trend Is Growing - **Carbon-captured Alcohol:** The use of carbon-captured alcohol in the production of fragrances has the potential to significantly reduce the environmental impact of the beauty industry. - **Sustainable Luxury:** The growing demand for sustainable luxury products presents an opportunity for companies to create premium goods while minimizing their environmental footprints. - **Carbon Transformation:** The development of technologies that can transform carbon emissions into usable materials, such as alcohol for fragrances, offers new opportunities for innovation and environmental stewardship. ### Industries Being Reshaped - **Beauty:** The use of carbon-captured alcohol in fragrance production represents a significant step towards sustainable practices in the beauty industry. - **Luxury Goods:** As consumers increasingly prioritize sustainability, luxury brands can differentiate themselves by offering products that minimize environmental footprints. - **Renewable Energy:** The use of carbon emissions to create valuable materials, such as alcohol for fragrances, highlights the potential of renewable energy technologies to drive innovation and sustainability in a wide range of industries. ## Related on Trend Hunter - [Eco Luxury Fragrances](https://www.trendhunter.com/trends/a-floral-verse.md) - [Water-Based Perfumes](https://www.trendhunter.com/trends/velvetvelo.md) - [Alchemist-Inspired Fragrance Collections](https://www.trendhunter.com/trends/alchemists-gardens.md) - [Alluring Signature Fragrances](https://www.trendhunter.com/trends/pure-passion-perfume.md) - [Evocative Summer Fragrances](https://www.trendhunter.com/trends/aqua-allegoria-rosa-verde.md) - [Plant-Based Aromatherapeutic Fragrances](https://www.trendhunter.com/trends/aromatherapeutic-fragrance.md) - [Microbiome-Friendly Fragrances](https://www.trendhunter.com/trends/state-of-change.md) - [Aromatic Green Fragrances](https://www.trendhunter.com/trends/in-this-world-by-liis.md) - [Woody Eco Fragrances](https://www.trendhunter.com/trends/green-on-me.md)