L’OrÃ©al’s Parfum et BeautÃ© division is launching an Emporio Armani-branded fragrance, backed by a 3m UK advertising campaign through Publicis.
The scent, scheduled to launch across Europe on August 15, is being distributed by French company Prestige & Collection.
The ads have been produced under the supervision of Giorgio Armani, and will run on TV, cinema and press and feature “everyday people”. They carry the strapline “Get Together”. Media buying is through Optimedia.
Prestige & Collection also distributes the Ralph Lauren, Cacharel, Lanvin and Paloma Picasso fragrance brands.
Men’s and women’s variants of Emporio Armani will be available in department stores, Boots, independent chemists and Emporio Armani stores. The 50ml spray will cost 25 and the 100ml will retail for 40.
L’OrÃ©al has already launched four Armani-branded fragrances: Go, Acqua di Go, Acqua di Go Pour Homme and Armani Eau Pour Homme.
According to sources, Emporio Armani was scheduled to launch this month, but the date was put back because production had not met the expected levels of demand for a Europe-wide launch.