For its launch of Armani Code Parfum next month, Giorgio Armani Beauty wants to craft a new chapter for the brand’s frag…

For its launch of Armani Code Parfum next month, Giorgio Armani Beauty wants to craft a new chapter for the brand’s fragrance business, dipping into a well-worn playbook in the advertising-driven fragrance world to enlist a internationally famous face that will help turn a scent into a blockbuster.⁠

This is where Regé-Jean Page comes in. Best known for his role as the Duke of Hastings in Netflix’s Bridgerton and a strong frontrunner to be the next James Bond, Page recently became the face of Armani Code cologne. His first campaign for the brand debuts next month, after Armani Code Parfum, a more concentrated fragrance, goes on sale Aug. 15.⁠

Though not firmly on the celebrity A list — at least, not yet — “[w]e wanted to place this new bet and we chose to use somebody not as known,” said Véronique Gautier, global president of Armani Beauty at L’Oréal, the brand’s licensee. “Cultural relevance … plays a very strong role.”⁠

Is a new face enough to turn Armani Code into a blockbuster franchise?⁠

Read the full story by Rachel Strugatz. [Link in bio]⁠

✍🏻 @strugatz⁠
📷 @armanibeauty⁠

#armani #beautylaunch

(SOURCE) https://www.instagram.com/p/CgzFv6JOdBV

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