Kendall Jenner has been appointed as the global fragrance ambassador for Emporio Armani, promoting the brand’s latest women’s scent, Power of You. This new fragrance is designed to celebrate authentic confidence and individuality. “The Power of You Eau de Parfum campaign is all about owning your energy and shining from the inside out, and that message just feels so aligned with me,” Jenner shared in an interview with WWD.
The campaign aims to embody a chic and effortless appeal, drawing on Emporio Armani’s reputation for maintaining a youthful and fun brand image. Jenner described Power of You as a “delicious and vibrant scent that’s truly unique.” The fragrance is crafted under the direction of Pinabel, the global brand president of Armani Beauty, which operates under L’Oréal. Pinabel referred to Jenner as “a modern icon,” emphasizing her strong connection with the Gen Z audience.
Jenner first gained prominence in 2007 through her role on E!’s “Keeping Up With the Kardashians,” and she currently appears in “The Kardashians” on Hulu and Disney+. Her modeling career took off when she walked in Marc Jacobs’ fall 2014 fashion show, leading to collaborations with major designers and features in high-profile magazines like Vogue and Harper’s Bazaar. In addition to her modeling work, she became a global brand ambassador for L’Oréal Paris three years ago and founded 818 Tequila, known for its commitment to responsible practices.
Pinabel highlighted Jenner’s unique blend of sophistication and charisma, making her a fitting representative for the brand. The fragrance campaign, directed by Gordon von Steiner, features Jenner dancing both solo and with a crowd, set to Underworld’s “Born Slippy.” “I had the best time shooting this campaign. One of my favorite parts was feeling that sense of collective energy and collaboration, which made the experience truly special,” she said.
The Power of You fragrance is expected to deepen Emporio Armani’s presence in the women’s fragrance market, which is currently led by its male counterpart, Stronger With You. This new scent, developed with the input of Givaudan perfumers Nisrine Bouazzaoui Grillié and Nadège Le Garlantezec, opens with a fresh maracuja, or passion fruit, accord, and features a luminous frangipani heart. The base notes combine vanilla bean absolute from Madagascar with benzoin resinoid and cistus absolute, creating a distinctive and versatile scent.
Jenner recalled her early experiences with fragrance, noting, “My earliest memories of fragrance would probably be playing with my mom’s perfumes, trying out the different scents she had.” She expressed her preference for scents that are powerful and uplifting, aligning with the essence of Power of You Eau de Parfum.
The bottle design draws inspiration from the flacon of Stronger With You, featuring yellow-gold intertwined rings that give it a jewel-like appearance. The fragrance is set to launch on January 20, 2024, in Europe, followed by releases in the U.S. and Middle East in March, and Asia in April. It will be available in 30-, 50-, and 90-ml sizes, retailing for approximately $78, $110, and $138, respectively.
While Armani executives have not disclosed specific sales projections, industry sources estimate that Power of You could generate around 150 million euros in retail sales within its first year. Pinabel remarked that the brand is experiencing significant growth, particularly with its male fragrances, and expressed confidence in the launch of this new women’s scent.
The strategic focus on authenticity and collaboration with influencers, particularly on platforms like TikTok, has been vital in shaping the branding for both Power of You and its predecessors. This approach aims to resonate with Gen Z consumers, who are increasingly influential in the fragrance market.
As the Emporio Armani fragrance line continues to evolve, the introduction of Power of You marks a significant step in reinforcing the brand’s commitment to innovation and relevance in a competitive landscape.
