Liv Tyler Reprises Role In Very Irresistible Givenchy Ad Campaign
This article was originally published in The Rose Sheet
Executive Summary
Givenchy Parfums will introduce a new ad campaign featuring actress Liv Tyler to support the launch of two fragrances under the Very Irresistible Givenchy brand this fall, the LVMH division said
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Givenchy Parfums will introduce a new ad campaign featuring actress Liv Tyler to support the launch of two fragrances under the Very Irresistible Givenchy brand this fall, the LVMH division said. Very Irresistible Givenchy for Men will bow in September, backed by print ads shot by Peter Lindbergh. The black and white image shows Tyler looking over her shoulder, "charmed" by a male model walking by in the foreground, the firm noted. The scent will launch in department and specialty store doors including Macy's East and West, Dillard's and Sephora, according to Givenchy. The "sensual, powerful fragrance" opens with top notes of mint leaf, grapefruit zest, and star anise, the firm said. The heart comprises sesame seed and mocha accords, which dry down to notes of hazelnut wood and Virginia cedar. The scent is housed in a tall triangular green glass bottle designed by Pablo Reinoso. The inside of the holographic carton features white polka dots on a black background, similar to the lining of a Givenchy suit, the firm noted. Very Irresistible for Men will retail in 1.7 oz. and 3.4 oz. eau de toilettes for $45 and $58, respectively. Ancillaries will include aftershave lotion ($45) and deodorant stick ($17). The launch of the men's version comes two years after Very Irresistible Givenchy fragrance for women bowed, also backed by an ad campaign starring Tyler (1 , p. 9). LVMH is following up the introduction of the original fragrance with a flanker scent, Very Irresistible Givenchy Sensual , in September. The new ad is similar to images from the premier Very Irresistible Givenchy campaign, the firm notes, adding both were shot in black and white by Mario Testino, and feature close-ups of Tyler and a wide-brimmed black hat. In the new ad, she is "not exactly the same, but not exactly different," the company said, noting "her pose is even more winning and her smile more charming as she bites her lip." The image reflects Sensual's positioning as "a new, more vibrant and voluptuous interpretation" of Very Irresistible Givenchy, according to the firm. Like the original edt, the fragrance contains centifolia rose, peony rose, fantasia rose, emotion rose and passion rose, in addition to star anise and sweet-smelling grass. However, the heart includes a new accord called the Liv Tyler Rose, marking the second time Givenchy has created a fragrance containing a rose named for an actress. The Audrey Hepburn Rose is the core of L'Interdit , the brand's first fragrance, which was relaunched in 2002 (2 (Also see "Parfums Givenchy $3 Mil. Ad Campaign Earmarked For L’Interdit Launch" - HBW Insight, 15 Apr, 2002.), p. 7). The Liv Tyler Rose reflects the actress' "beauty, femininity, and naturalness," Givenchy said. Created by Meilland, the flower has a delicate pink color and has a high petal count, the firm noted. While its shape and fragrance are traditional, the rose's flowering frequency is modern, Givenchy added. The Liv Tyler Rose creates a fragrance that is "even more sensual, radiant and infinitely feminine," the firm said, noting "Its green top note with fruity accents expresses gaiety and vivacity, while a slight hint of apple and pear adds an irresistible 'juicy' appeal." Sensual also contains patchouli, which "adds refinement, assertiveness and a bit of edginess to the fragrance as it gently collides with the warm vanilla notes," the firm stated. The juice is housed in a sleek triangular amethyst-colored bottle, while the original edt came in a pink bottle. The 1.7 oz eau de parfum will retail for $62. Sensual will roll out to department and specialty store doors including select Macy's, Dillard's, Marshall Field's, Foley's and Sephora, LVMH noted. |