Bulgari has unveiled their new fragrance for women.
Called Goldea The Roman Night, the campaign is being lead by supermodel and Instagram star Bella Hadid - with the “main role [to] obviously recruit young people”; as was quoted by Bulgari CEO Jean-Christophe Babin.
The fragrance was designed as a tribute to Rome (hence the name) and also has the end goal of recruiting a younger clientele to the Italian jewellery house. The appointment of Hadid to front the campaign is an obvious move towards this.
Babin explained how Hadid came to be apart of the campaign - citing her embodiment of the fragrance and the new audience Bulgari is trying to reach:
“I think Bella [Hadid] is all about that. She’s very young, she’s achieved very much in her young years and she’s very determined and independent.” Babin also continued on to explain that it was unanimous that the model was considered the best fit for Goldea’s strong image.
The fragrance will be available from September.
