By  on May 30, 2013

MILAN — Giorgio Armani Parfums and its L’Oréal Luxe licensing partner are raising the bar by launching a sophisticated chypre eau de parfum promoted by Australian actress Cate Blanchett as the face. Called Sì, the Italian word for “yes,” the edp is positioned as Armani’s first women’s fragrance pillar to be launched since Acqua di Gioia in 2010 and is expected to be a major sales driver.

This story first appeared in the May 31, 2013 issue of WWD. Subscribe Today.

To continue reading this article...