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Beauty Byte: Pucci Relaunching Its Signature Scent


I have always loved Pucci prints, so I welcome any foray that the Italian brand makes into beauty. (Have you seen the Guerlain by Emilio Pucci makeup? It's really lovely.) Now, the brand that helped define '60s fashion is going back to its roots with a "new" fragrance. According to Women's Wear Daily, Pucci is releasing a reformulated version of its first fragrance, called Vivara, in the Fall.

The original Vivara was launched in 1966 but has been unavailable for about two decades. Though the new scent will have the same name, it has been reimagined for the modern market. According to WWD:

"The fragrance is an amazing re-edit of the original Vivara," said Laudomia Pucci, daughter of Emilio Pucci and vice president and image director for the fashion house. "It has a powerful attitude and personality, feminine sensitivity and strong cachet with its packaging."

The scent sounds very Italian and romantic: It will have topnotes of galbanum, Italian bergamot, and amaretto with elements of jasmine, narcissus flower, Florentine Iris, and more. It will be available starting in September at high-end department stores, including Saks Fifth Avenue and Neiman Marcus. The eau de parfum will be available in a 50-milliliter bottle ($85) and a 80-milliliter bottle for $110.

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