Very Irresistible Givenchy for Men

Parfums Givenchy is planning to add what it hopes will be a second irresistible dimension to its portfolio, starting in August.

PARIS — Parfums Givenchy is planning to add what it hopes will be a second irresistible dimension to its portfolio, starting in August.

The LVMH Moet Hennessy Louis Vuitton-owned brand will introduce Very Irresistible Givenchy for Men, a male follow-up to the Very Irresistible Givenchy women’s fragrance launched in 2003.

“It’s important for us to introduce the fragrance now, as Very Irresistible Givenchy was a success and we’re absolutely aiming to develop a really strong masterbrand,” said Isabelle Gex, vice president of Parfums Givenchy’s global marketing. “The men’s fragrance is a weapon to keep the momentum of Very Irresistible Givenchy strong and a means to enhance the Givenchy story.”

The scent duo is Givenchy’s first masterbrand. Although earlier men’s and women’s fragrances have been loosely partnered under the label, they’ve never before been linked by a common name.

“Here, we’ve made it more literal,” said Alain Lorenzo, Parfums Givenchy’s president and chief executive officer. “The name lends itself directly to a men’s and women’s execution.”

He added the masculine addition gives the brand an opportunity to once again feature Liv Tyler in its advertising, since the concept is based on how a man can be irresistible in the eyes of a woman.

In the print ad shot by Peter Lindbergh, she’s doing a double-take after passing model Boris Beynet on a crowded street. The campaign will appear as single- and double-page spreads for the worldwide launch in August. A 15-second television commercial, plus cinema spots, are also planned. Sampling will include vials and sachets.

Givenchy executives declined to discuss forecasts; however, industry sources estimate the fragrance will generate $70 million at retail in its first year.

The scent’s bottle, designed by Pablo Reinoso, artistic director of Parfums Givenchy, is meant to recall its feminine counterpart. Both flacons are triangular. But while Very Irresistible Givenchy’s is tinted with various hues of pink, the men’s is a dark shade of green at the top, which gradually becomes lighter toward the base. Outer packaging is black and features a green hologram design. The box’s inside is black with white dots, meant to recall the lining of an Oswald Boateng-designed Givenchy suit.

This story first appeared in the May 27, 2005 issue of WWD. Subscribe Today.

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