It’s a new day for Giorgio Armani in feminine beauty.
At least that is the vision of Veronique Gautier, worldwide president of the Giorgio Armani Parfums division of L’Oréal, who wants to “reinvent [it] in terms of luxury status.” In the past, Armani’s women’s fragrances didn’t match the sales power of the designer’s market-leading men’s brands. But that began to change in 2010 with the launch of the women’s scent Acqua di Gioia, which ranked number 14 globally last year, according to Gautier.
Now comes Sì, a feminine scent bolstered by the advertising featuring Cate Blanchett. As it rolled out through Europe in September, the new brand made “a tremendous entrance” in every market last fall, then in February made its debut in China, Armani’s fastest-growing market. With the exception of the U.S., where the fragrance had not yet been launched, “Sì was the best feminine launch worldwide in 2013,” Gautier declared. While the company does not break out sales projections, industry sources indicate that L’Oréal is targeting a top-10 ranking in the U.S. and around the world. That would amount to retail sales of $25 million in the first year for the U.S. alone. Industry sources also calculate the ad budget for the U.S. at roughly $20 million. RELATED STORY: Cate Blanchett on Acting and Armani >>
Gautier attributed the improvement in sales performance to a strengthening of consistency of execution matching the image of the Armani brand. “It is sophisticated; it’s smart luxury and modern luxury,” she said. “Cate is timeless and modern.” Along with Sì, there are two other legs to Gautier’s strategy for building the feminine side of Armani’s beauty business. One is the color cosmetics and makeup collection, which achieved more than a 20 percent sales increase last year. The third axis is a skin-care launch expected next year. “We want to be the most luxurious makeup-artist brand,” Gautier said, pointing to the backstage influence of Linda Cantello, who collaborates with Armani on product creation.
Four years ago, the brand’s strength was limited to its top two men’s fragrances, but now the women’s side is flowering. Gautier asserted, “Giorgio Armani wants to show that he’s a global beauty actor.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty