PARIS — Parfums Givenchy is putting a new face forward.

This story first appeared in the February 28, 2003 issue of WWD.  Subscribe Today.

Liv Tyler will be the next “muse” for the LVMH Moët Hennessy Louis Vuitton-owned firm and will appear in the advertising campaign for its new women’s scent, due out in September.

Parfums Givenchy’s list of actresses-cum-muses includes Audrey Hepburn and, currently, France’s Lou Doillon.

“We have a link with cinema,” said a Parfums Givenchy spokeswoman, who added that the house has also had a long-standing France-U.S. connection.

The spokeswoman said in Tyler there is a spontaneity and “modern charm,” qualities that are “very Givenchy.”