New Fragrances

Giorgio Armani & Beyonce Knowles - Emporio Armani Diamonds

08/15/07 12:08:46

Another women's perfume of Italian fashion designer Giorgio Armani, Emporio Armani Diamonds, will be launched in September 2007. The new fragrance brings in a novelty in the perfume range of Armani brand, which up to now has mostly launched perfumes for women and men in pairs, such as Emporio Armani Him/Her, City Glam Him/ Her, Remix Him/Her, as well as Night Him/Her and White Him/Her (withdrawn from retail this year).

The perfume was created by Thierry Wasser of Firmenich and the fragrance is classified as gourmand-floral. The top notes are litchi and raspberry, the middle notes – freesia and lily of the valley, and the base are vetiver, cedar wood, patchouli and vanilla. The Emporio Armani PR team says: ' We're using the rose but in a very gourmand way, like a flower that can be eaten'. The perfume will come in 30ml, 50ml and 100ml bottles. The face and voice of the perfume is singer and actress Beyonce Knowles, to which this is not the first appearance in ads. Before this, she appeared in Pepsi (with Britney Spears, Pink and Enrique Iglesias in one, and J.Lo and David Beckham in another), L’Oreal, and Tommy Hilfiger's perfumes True Star and True Star Gold ads.

The video and ad are in black and white and Beyonce, together with the bend, sings (and dances, of course) the famous Diamonds are a Girl’s Best Friend, which before her sang Marilyn Monroe in "Gentlemen Prefer Blonds" and Nicole Kidman in musical "Moulin Rouge", in which it was shown as medley with Madonna's Material girl. In the Hilfiger's True Star ad Beyonce was singing the 1970s hit Wishing on a Star of Rose Royce.