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Gucci Rush

Gucci Rush is a women’s eau de toilette launched by Gucci in 1999 and composed by Michel Almairac. This fruity chypre pairs peach, gardenia and freesia in the top, coriander, rose and jasmine in the heart, and patchouli, vanilla and vetiver in the base. Its flat, rectangular red bottle recalls a videotape.

A flat, rectangular bottle in intense red, designed like a videotape, with its sprayer set near the top edge.

The Rush bottle is a flat, rectangular block in intense red, whose shape recalls a videotape from the late 1990s. It is made of plastic and slips easily into a bag.

The spray button sits near the top edge, in a small recess of a darker red; the red box carries the name gucci rush vertically along one edge. The bottle divides opinion: Victoria Frolova finds it garish, Thomas Dunckley finds it simple and striking.