PARIS — Giorgio Armani and his beauty licensee L'Oréal are out to dazzle consumers starting this fall with the new Emporio Armani Diamonds for Men fragrance, targeting the 20- to 30-year-old urban set.
Armani already commands a dominant position in the men's fragrance market worldwide, according to the firm's executives, thanks to bestsellers such as Aqua di Gio, Code for men and Attitude. Diamonds for Men, whose core consumers are expected to be the youngest yet for products in that portfolio, is meant to further bolster that standing.
Although Armani executives would not discuss sales projections, industry sources estimate Diamonds for Men will generate $185 million at retail, of which the U.S. should ring up one quarter, in the first 12 months worldwide.
"This will be the biggest men's launch for us in this country," said Stéphane de la Faverie, general manager of L'Oréal U.S.A.'s Giorgio Armani Beauty division, who explained the goal is for Diamonds for Men to be the top launch in the U.S. this fall, then settle into third place behind Aqua and Code. The countrywide introduction will be backed by 100 million scented impressions. These include more than 20 million scented strips attached to advertisement insertions.
Diamonds for Men's launch, including an August introduction in the U.K. and Germany, followed by a September roll-out to the rest of the world — including 2,200 U.S. department-store doors — comes one year following the debut of Emporio Armani Diamonds for women.
It might be atypical for men to wear diamonds, but L'Oréal viewed it as an opportunity.
"Usually, when you think about diamonds, you refer to women," said Renaud de Lesquen, international brand president of Giorgio Armani Parfums and Cosmetics. "On the contrary, when we discussed that with Mr. Armani, we immediately saw this was an opportunity to push boundaries. From the very start of this project there was a wish to be a bit more audacious."
De Lesquen said the firm focused on a lifestyle positioning and "the masculine aspect of a diamond, its solidity, its sharpness."
Emporio Armani Diamonds for Men's bottle, created by Armani himself, is supposed to recall a square-cut diamond.A snatch of "Diamonds Are a Girl's Best Friend," the song sung by Beyoncé Knowles in the ad for the women's Diamonds fragrance, weaves into the spot for the men's scent featuring Josh Hartnett. In that ad, lensed by David Slade, that's destined for TV, the actor (who has starred in films such as "The Black Dahlia" and "Black Hawk Down") is shown preparing for an event. He dresses then drives along while listening to the radio. Hartnett flips stations and hears a smidgen of "Diamonds Are a Girl's Best Friend" and moves on to another tune. On arriving at the event, throngs await him. A swell of admirers and paparazzi surround Hartnett as he makes his way to an entryway.
The print ad, by Mario Testino, which is to appear as single and double pages, was taken on location as a true paparazzi shot.
"Mr. Armani didn't want at all an arrogant portrait or a pose," said de Lesquen. "We wanted something fun. Josh was quite involved in all the creative process [including the choice of Slade]. What Mr. Armani wanted was something that is very true. He's interested in the genuineness of a diamond. Josh is genuine, authentic, not arrogant. That's why Mr. Armani selected him."
De Lesquen added that the ad — and the project in general — is about daring to enjoy life, being oneself, taking a share of fame while remaining human.
As an olfactive interpretation, Firmenich's Jacques Cavallier concocted a woody gourmand aromatic juice, which includes notes of bergamot, gaïac and cedarwoods, vetiver, Szechuan pepper, cocoa and ambroxan.
"The juice has a classic construction that has an interesting twist at the top, a gourmand twist," said de Lesquen, referring to the mix of cocoa and gaïac wood notes. "It's quite unusual and in my opinion quite new in the men's category."
In the U.S., the Diamonds for Men line will include a 30-ml. eau de toilette spray for $37.50, a 50-ml. edt spray for $52.50 and a 75-ml. edt spray for $62.50. Ancillaries include a 75-ml. aftershave lotion for $42.50, a 200-ml. shower gel for $29 and a 2.6-oz. deodorant stick for $17.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews