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Liv Long and Prosper: Givenchy Launches Second Campaign with Tyler

Givenchy, which has used Liv Tyler in its ads since 2003, is now releasing a second ad campaign featuring the actress — who, for her part, couldn't be...

Givenchy, which has used Liv Tyler in its ads since 2003, is now releasing a second ad campaign featuring the actress — who, for her part, couldn’t be more delighted.

This story first appeared in the November 2, 2007 issue of WWD.  Subscribe Today.

“It’s been an amazing partnership,” she said in a phone interview on Thursday. Earlier in the day, the actress joined Linda Maiocco, vice president of marketing for Parfums Givenchy, and Alain Lorenzo, chief executive officer of Parfums Givenchy, for an hour-long personal appearance at Sephora in New York’s Times Square, where the actress signed bottles of Very Irrésistible Givenchy Velvet Rose, the brand’s fall limited edition flanker. According to industry sources, Tyler’s appearance garnered more than $20,000 in sales.

Tyler has been in Toronto shooting “The Incredible Hulk” for the last four months, a project that wrapped up Wednesday. “Everything is a bit of a blur right now,” Tyler said with a laugh, who wrapped the film mere hours before stepping on a plane for the Sephora appearance. “Ed Norton wrote the screenplay, and I played his sidekick in life and love with a wonderful group of actors. It was the hardest shoot I’ve done in my entire life — we worked 18-hour days quite a lot, but it was incredibly fun.” Tyler even did some of her own stunts — many of which involved harnesses. With a giggle, she said it actually led to a new nickname: “Action Pants!” she said. The movie is due out next year.

Tyler’s first campaign for Givenchy was for the launch of Very Irrésistible Givenchy Eau de Toilette in 2003. That campaign was shot by Mario Testino. The new campaign, shot by Liz Collins in Paris, features Tyler playfully jumping on a bed in a short black Givenchy silk crepe dress, hair flying everywhere. The shot is in black and white, with a color shot of Very Irrésistible Givenchy Sensual eau de parfum silhouetted at the lower right edge of the page. It is being released worldwide now and will continue to be introduced globally through yearend.

“After I signed the contract nearly five years ago, I went to Paris for a meeting, and walked into a gorgeous suite at Georges Cinq filled with all of these wonderful things — Champagne, flowers, fragrances, a handbag — and I was so excited, I started jumping on the bed,” Tyler recalled. “That’s what this ad image reminds me of, that joy. It’s always fun to be spoiled!”

And the public is responding. “We’re already seeing a great pickup from countries who have begun running this ad,” said Lorenzo. “This campaign echoes Liv’s elegance and her playfulness.”

Givenchy will continue using Tyler for Very Irrésistible Givenchy for the foreseeable future, said Lorenzo.

“There is such a good match between this line and Liv that it would be a mistake to change it,” he said.

Speaking of working well, Maiocco noted that the four-year-old Very Irrésistible Givenchy franchise is up 25 percent in this quarter, and she expects the ad to have a continuing positive effect on those sales.

The Givenchy fragrance brand is celebrating its 50th anniversary this fall.

Tyler said now that her movie has wrapped, she plans to spoil herself for a few months. “I’m going to spend time with my boy [her son, Milo] and go to Bliss and get a facial and try to take care of myself,” she said. She may have a budding musician on her hands: “Milo plays the harmonica and [her husband, musician Royston Langston] plays the guitar,” she said.