Thanks to “old” Givenchy marketing and publicity, whenever I see or hear the word “Givenchy” I think of Hubert de Givenchy. In ‘candid’ and professional photos he always looks at ease, and I don’t know anything about his private life…and that’s a GOOD thing. When the man or woman behind a brand is “mysterious” (or just plain circumspect) it’s easier to approach the brand’s products in a way that’s personal, a way that’s not besmirched by or connected to the designer’s life and personality — his or her drug use, dieting and exercise regime, sex life.
Every time I go into my local Nordstrom store and spray on some Armani Privé Bois d’Encens, the Armani sales person tells the same old “Creation Story” — how young Giorgio always went to church with his grandmother and loved the incense-infused services; Armani asked his perfumer to recreate the church-incense aroma with Bois d’Encens. Being susceptible to imagery, now, when I spray on Bois d’Encens, I imagine the too-tanned, white haired head of today’s 75-year-old Armani on a six-year-old boy’s body and see a classic Italian grandma, black dress and stockings, lace veil pinned to her head, pulling little Armani down a cathedral aisle, censers swinging and smoking all around them. I don’t like other people’s faces (and life stories or fantasies) intruding on my perfume experiences.
Justin Timberlake is the “image” of Givenchy’s two new men’s perfumes: Play and Play Intense, and he comes with a lot of baggage…
