By and  on August 1, 2008

It’s a man’s world at Parfums Givenchy this fall: The LVMH Moët Hennessy Louis Vuitton unit will add a new facet to its successful Pi fragrance franchise, as well as a new music-related concept called Play.

First up: Givenchy Pi Neo, duo out in the U.S. at the end of this month. The fragrance, which is being billed as a Space Age scent, is a riff on Pi, which the house launched in 1998.

“We revisited all of the elements of Pi,” said Alain Lorenzo, president of Parfums Givenchy. “The initial story of Pi was about a pioneer who happened to be an astronaut. We thought this story is still very current, except that today the unknown world is not space, but the virtual world.”

He also pointed out that the new scent’s name can be interpreted in a number of ways. For instance, it can refer to an asteroid, mean something “new” or “recent” in Greek and even give a nod to “The Matrix” movie, whose lead character is named Neo, he said. Continue reading...

 
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