Gucci Bloom x Dazed Beauty

Beauty podcast celebrating identity through the life stories of three unique creatives

To celebrate the one year anniversary of Gucci’s three Bloom fragrances, we conceptualised a Dazed Beauty campaign spanning stills, a three-part film series — an exclusive visual version of the platform’s podcast series Growing Pains — along with full-length podcasts supported by editorial features on Dazed Beauty.

The campaign documented the personal histories of three unique women; model Hari Nef, musician Kelsey Lu and choreographer Holly Blakey who spoke about growing up differently, shifting beauty ideals and the future of identity. 


The campaign was amplified on Dazed Beauty, Dazed, Gucci Beauty and Gucci channels – including the brand’s website, Apple podcast and all talent’s social profiles – receiving over three million impressions.

Results

  • The articles received double the average article views on Dazeddigital.com
  • The campaign received over-delivered by 20% across all media
  • Gucci released the podcast series on their channels as part of the partnership with Dazed Beauty