By  on June 8, 2007

The Giorgio Armani brand has become a beauty powerhouse, particularly in men's fragrances. But the designer's youthful, trendier label, Emporio Armani, has been another story. Now Armani's licensee, L'Oréal, intends to put Emporio on the fragrance map in September with the launch of its new Diamonds women's scent, with a boost by Beyoncé Knowles, who will sing "Diamonds Are a Girl's Best Friend" in a TV spot.

L'Oréal is shooting for a top-five global ranking. While L'Oréal does not break out figures, that high a ranking would require a global retail volume of 150 million euros, or $201 million, for the first full 12-month period.

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