L’Oréal and Giorgio Armani have announced an extension to the bestselling Armani Code fragrance line: Absolu. The masculine scent will launch in travel retail in April.
Additionally, Canadian actor and producer Ryan Reynolds has been announced as the new face of the fragrance family.
Armani Code was first launched in 2004. L’Oréal said it ranks in the top ten men’s fragrances worldwide.
Armani Code Absolu is an oriental fragrance created by perfumer Antoine Maisondieu. It joins Armani Code, Armani Code Colonia and Armani Code Profumo in the range.
The new scent is described as an “amplified and warmed” interpretation of the original.
Reynold’s first campaign for Armani Code will be for Absolu. It is released in February.
The campaign film was directed by Reed Morano, who won an Emmy Award for his work on TV series The Handmaid’s Tale. Photography is by Matthew Brookes.
Armani Founder & Giorgio Armani commented: “With his status of modern male figure of self-fulfilment, Ryan Reynolds perfectly embodies the modern sensuality of the Armani Code man: someone with charisma, authenticity, an effortless style, and the right dose of irony.”
Armani Code Absolu launches in travel retail in Europe, Middle East, Africa and India from April, and in Asia and Americas from May.
