FRANCE. Parfums Givenchy is gearing up for what it hopes will be an alluring autumn. The company’s new women’s fragrance, Very Irresistible Givenchy, will be rolled out internationally in September, following its US debut this month.
The company has high hopes for the new fragrance – its first major women’s introduction since Organza in 1996 – declaring that it “marks the brand’s rebirth”. At its travel retail preview during this year’s IAADFS in Orlando, Parfums Givenchy president Frédéric Saint-Romain said that Givenchy aimed to rank number one in the Americas (in terms of duty free and domestic) with the line. Depending on individual markets, a top ten slot is the target in Europe.
Crucially, the spokesperson for the fragrance is American actress Liv Tyler (pictured) – the first actress Givenchy has used since the iconic Audrey Hepburn. Correspondingly, the print and TV ads have been shot to resemble a movie, highlighting Tyler’s film-star appeal.
The print ad resembles a movie poster, featuring a close-up of the actress with the tag line: “Givenchy presents Liv Tyler in Very Irresistible Givenchy. The new feminine fragrance. Very élégante, very fun, very you.”
The TV commercial – set in Paris – is reminiscent of a film trailer, and features Tyler engaged in various activities, such as driving and playing pool. Both campaigns have been shot in black and white, with the pink fragrance flacon providing the sole spot of colour.
The Very Irresistible Givenchy juice, claimed by the company to be the world’s first aromatic floral, features a 35% rose content. Other key notes include star anise and verbena leaves.
The hot-pink fragrance flacon is a tall, slim triangular prism, with Givenchy engraved on the silver collar. The outer carton also sports graduated shades of pink. The initial fragrance line-up features 30ml, 50ml and 75ml edp sprays. The 75ml will retail in tax free at about US$52.
The fragrance positioning – and the savvy choice of Liv Tyler as spokesperson – is likely to attract new, younger consumers to the brand. At present Givenchy’s core fragrance customer is aged about 30-35. It is hoped that Very Irresistible Givenchy will tempt twenty-somethings to the brand as well.
