When Givenchy asked Justin Timberlake to be the face of its upcoming Play for Her women’s fragrance — just as he had for the successful, earlier Play for Him version — the star found himself doing a double take.
“I said, ‘You guys should go find a woman to help put this out,’” Timberlake recalled saying.
But the idea of the commercial — a young couple cavorting on the Eiffel Tower in Paris — and the inclusion of “New Moon” actress Noot Seear won Timberlake over. “I thought, Oh that kind of makes sense,” he said during a recent interview. Another factor was his faith in Givenchy to do the right thing: “They don’t overdo it. It’s more about quality.”
The spot, produced by Pierre Morel, was filmed in two nights, during which the crew took over the Parisian landmark. The print campaign was shot by Tom Munro. Givenchy’s Play for Her, which the company hopes will hook up with the men’s version to form its biggest-selling masterbrand, is about to be launched worldwide in October. Executives declined to discuss figures, but industry sources estimate that, for Givenchy to achieve its ambitions, the men’s and women’s scents will have to generate a combined retail volume of $200 million globally for the first year following the upcoming launch. According to sources, $15 million to $20 million has been earmarked for advertising worldwide.
Givenchy is the first beauty company Timberlake has worked with and, judging from his expressed level of satisfaction, he won’t be looking for similar work at other companies. Unless, of course, the idea concerns one of his personal projects — like perhaps creating a men’s personal care line. “We definitely thought of that at William Rast,” Timberlake acknowledged, referring to his denim fashion brand. He added he is switching gears on his public participation in promoting Rast, preferring to play a more behind-the-scenes role. “I am looking forward to creating new campaigns to see where we can take it,” he said, likening his preferred role to driving a car by remote control, rather than being a passenger. “I love being creative, I just don’t necessarily think it always takes your mug to sell it, if it is good product.”
Timberlake admitted to having his hands full of projects — music, fashion and movies. He finished two films in the spring — one called “Bad Teacher,” with Cameron Diaz — and worked on another in the summer, “Friends With Benefits,” with Mila Kunis. “If I was to branch out into anything else, it would be an extension of things I already have. If there were a men’s care [line], for instance, I would push that through William Rast. With Rast, we want to make everything — we want to make furniture. I’m into everything. If it makes sense for the brands, then I will do it.”
Timberlake has help with many of these projects, while remaining in control — but when making music, he’s the only cook in the kitchen. “If you can really delve into the experience of creating something,” he said, “that’s where the success comes from.”
One of his most visible projects of the moment is the Givenchy advertising. Three weeks before the official launch, Macy’s will sell 25 bottles of the new women’s scent signed by Timberlake as a customer draw on Fashion’s Night Out Sept. 10.
Thierry Mamam, managing director of Parfums Givenchy who previously was managing director of Le Bon Marché, became animated in discussing the positioning of the scent. “The inspiration is about playfulness and modernity,” he said, noting that when the target customer “wears [the fragrance] in the morning, she turns herself into a woman who is in our world, the modern world with these sleek objects [like iPods], which are everywhere. She plunges into modernity, into a world where you have to be curious. She is more aware, ready to play games with her boyfriend. She is ready to be dazzled.”
He added, “The name is very universal. Only the dead don’t play.”
The packaging, created by Serge Mansau, was designed to look sleek and modern with a touch of bling. Jean-Christophe Gandon, general manager, added it is meant to be viewed as an accessory that can be thrown into a bag.
In terms of formula, Play for Her, shares a common note — amyris wood — with the men’s version, which was launched in August 2009. The new women’s scent comes in two versions: a “sparkling” eau de parfum in a pink bottle and a warmer Intense rendition packaged in purple. The edp has top notes of pink peppercorns, white peach and bergamot sweet pea. Intense opens with pink peppercorns and orange blossom. Pricing on the edp ranges from $47.50 for a 30-ml. bottle to $68 for 50 ml. to $79.50 for a 75-ml. size. The Intense version is $73 for a 50-ml. bottle and $85 for a 75-ml. size.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)