By  on May 30, 2013

MILAN — Giorgio Armani Parfums and its L’Oréal Luxe licensing partner are raising the bar by launching a sophisticated chypre eau de parfum promoted by Australian actress Cate Blanchett as the face. Called Sì, the Italian word for “yes,” the edp is positioned as Armani’s first women’s fragrance pillar to be launched since Acqua di Gioia in 2010 and is expected to be a major sales driver.

“I have known and admired Cate Blanchett for many years,” said Giorgio Armani. “As I was developing the Sì project, defining the fragrance and imagining the bottle, I instinctively thought of her, and of the passion that can be perceived behind her impeccable manners and confident look — a seductive combination that fully respects the spirit of my new perfume.”

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