STAR TURN: Cate Blanchett certainly keeps busy. The recent Oscar winner appeared at a press preview in New York Friday as an ambassador of Giorgio Armani’s new women’s fragrance, Si. Asked about new projects, Blanchett said she had just finished a film, “Carol,” with Todd Haynes, based on “The Price of Salt,” a book by Patricia Highsmith. In the movie, Blanchett plays opposite Rooney Mara.

That is in addition to her stage work. In August, she will return to New York with her Sydney Theatre Company in a production of Jean Genet’s “The Maids” as part of the Lincoln Center Festival. Also in the cast will be Isabelle Huppert.

This story first appeared in the April 28, 2014 issue of WWD. Subscribe Today.

But the role that the crowd focused on Friday at Milk Studios was Blanchett’s appearance in the TV commercial for Si, which was produced by director Anne Fontaine. It has been shown in much of the world, since the fragrance was launched in Europe last September and in China in February. The U.S. rollout is set for September following an initial introduction in Armani’s American boutiques in July.

Veronique Gautier, worldwide president of Giorgio Armani Parfums, said sales increased significantly in the January through March period, meaning that the brand has generated repeat purchase. For instance, the fragrance had advanced in ranking from number five to number three in both the U.K. and Australia, she noted during an interview, adding that the hottest markets are the U.K. and Germany followed by Italy and duty free. Gaultier said her goal is for the fragrance to rank in the top 10 worldwide.

Blanchett proved that she has an intimate grasp of fragrance when she pointed out that certain smells are associated with different emotional experiences. “I do like the smell of excitement,” she revealed.