NEW YORK — Long live Liv appears to be Givenchy's latest fragrance advertising strategy.
American actress Liv Tyler, who signed a deal with the LVMH Moet Hennessy Louis Vuitton-owned brand in February 2003, appeared in advertising for Very Irresistible Givenchy, which launched in September of that year. She will reprise that role this fall for two additions to the franchise: Very Irresistible Givenchy for Men, and a new women's flanker, Very Irresistible Givenchy Sensual Eau de Parfum.
Peter Lindbergh shot the men's campaign, which will begin running globally this fall; in the U.S., it breaks in September, noted Gilles Dougoud, general manager of Givenchy in the U.S.
The men's ad features a flirty Tyler glancing over her shoulder, doing a double take after spotting model Boris Beynet on a crowded street. Both single and double-page spreads will be produced. In many instances, the campaign will run in dual-interest magazines alongside a new campaign for the women's flanker, also featuring Tyler, said Dougoud.
The women's flanker ad was shot by Mario Testino, who also shot the original Very Irresistible Givenchy women's campaign. While the original Very Irresistible Givenchy ad featured a fully accessorized and made-up Tyler, the new ads running in the U.S. highlight the actress' sporty side. Slated to begin appearing in September magazines, including In Style, Vogue and Glamour, the ad features a large black-and-white shot of a natural, elegant Tyler, alongside a large color visual of the fragrance bottle.
The new women's juice "is more intense — making it more suited for wearing at night, or during the wintertime," Dougoud said, noting that it is bottled in a pale violet version of the original pink bottle. "We know that a lot of current Very Irresistible Givenchy eau de toilette users will be seduced by the new fragrance. It is a bit stronger, more sensual and sophisticated. We think that the same woman will wear both fragrances, just at different times." The original scent is an eau de toilette, while Sensual is an eau de parfum — making it more heady, he noted.
Concocted by International Flavors and Fragrances' Dominique Ropion, Sensual is, like its namesake, a five-pointed aromatic floral whose chief notes include roses. But Sensual includes a special twist: a heart note of Liv Tyler Rose, a velvety rose note combined with green, apple and pear notes. The juice also includes notes of centifolia, peony, fantasia, emotion and passion roses, star anise, sweet-smelling grass, patchouli and vanilla. A 50-ml. bottle will retail for $62.
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