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Scented seduction: the new Armani Code for women fragrance |
FRANCE. Giorgio Armani Parfums (L’Oreal Produits de Luxe International) is poised to build on the success of its Armani Code men’s fragrance with a feminine version. The scent will be introduced to key European markets this month – with the exception of UK travel retail, where the launch is scheduled for April (it will not be available domestically in the UK until September). The fragrance will be rolled out to the Americas and Asia in July and August.
Historically, Armani has enjoyed significant worldwide success with its men’s business. Now the company is hoping that Armani Code for women will help to replicate that achievement in the feminine sector.
Armani Code for women is all about seduction, glamour, power and sophistication, centring around a “femme fatale” figure. Referencing the choice of name, designer Giorgio Armani explained: “I like its mystery”¦It is an invitation to enter into my fashion world but above all it is to honour feminine seduction. The secret code possessed by women [is] the ability to seduce.”
The juice, described as sparkling and voluptuous, is based around orange blossom, highlighted with orange peel, jasmine, vanilla and honey.
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Model Mini Anden smoulders in the Armani Code for women advertising visual |
The tall, cylindrical flacon is coloured sapphire-blue, embellished with an oriental lace motif. The colour was chosen because the Egyptians associated blue with immortality and intelligence; in Persian sapphire also means “the most beautiful of things”.
“[The bottle] has a feminine shape with its curves, but the silhouette is very pure,” Armani noted. “The delicate shading of the bottle expresses the duality between light and obscurity. The idea of playing with light and contrasts is always present in my fashion.”
The outer carton echoes the bottle’s lace motif, and features graduated shades of blue.
The Armani Code for women product line-up features 50ml and 75ml edps, priced domestically at €62 and €75, respectively. There is also a 30ml reference, a shower gel (both available only in the domestic channel) and a body lotion.
The print advertising visual (right), shot by Steven Klein, was reportedly inspired by the Hollywood film scene. It features Swedish model and actress Mini Anden, who wasa discovered at the age of 10 and has graced the covers of leading fashion magazines such as Vogue and Elle. British GQ recently named her “the sexiest girl in the world”. Anden has also featured in numerous high-profile ad campaigns for Hugo Boss, Gucci, Louis Vuitton, DKNY, Calvin Klein Jeans and, of course, Giorgio Armani.
“[The visual is] a dramatic re-interpretation of the arrival of real stars, real women – stunning, sensual, spellbinding”¦the ones who have always inspired me, to whom I pay homage,” Armani concluded.
MORE STORIES ON GIORGIO ARMANI PARFUMS/L’OREAL
Giorgio Armani launches global beauty web-site – 16/12/05
L’Oréal glams up Emporio Armani franchise – 01/08/05
