Trusting that their instincts about the seductive allure of Justin Timberlake are right on, Givenchy signed the pop sensation to tout two scents under their prestigious perfumery label.
"We were looking for a man who's recognized all over the world, someone new to the world of perfumery, and with great seductive potential," noted Pamela Baxter, the President and CEO of LVMH Perfumes (who also wears a second hat as President & CEO of Christian Dior, Inc.).
More succinctly, she gushed:
"Most importantly we needed to find a man who could embody the modern elegance specific to the Givenchy brand as well as all the facets of "Play".
"Play" and "Play Intense" (foreplay & "in like Flynn"?) have all the overtones of an erotic sexual adventure - with a little bit of kink tossed in - if you ask moi.
To think I've been splashing down with a cheap cologne on a rustic woodsy end of the spectrum.
But, I was on the right smell track, though.
According to Alain Lorenzo, wood (preferably a stiff one!) is the key.
"We told the perfumers to take the Caribbean amyris wood note and make one scent, which is more polarizing (!) and one which is more accessible ("in like Flynn", told 'ya so), " he noted matter-of-fact without batting-an-eye or smirking just once.
At least Americans were spared the humiliation of being guinea pigs when the "play intense" perfume experiment revved up.
"Because the U.S. is one of our largest markets , we wanted to work out any kinks in "Play" before bringing it to the U.S."
Well, Givenchy can start with Timberlake's hair, if they're truly sincere about snatching up any potential problems by the short-and-curlies come fall when the splashy advertising campaign (shot by Tom Munro) will break into September magazines around the country.
"Play" will land in select retail outlets wrapped-to-perfection in aestheticaly-pleasing white outer-foil, while "Play Intense" will make a seductive entrance in black (symbolic of the dark side of man's nature, get it?) .
Since "Play Intense" sold twenty percent above plan in the U.K., Givenchy is expecting the much-anticipated scent to sky-rocket on these shores when it hits the shelves at retail outlets such as Macy's, Nordstrom's, Dillard's, and Sephora when autumn leaves fall.
Executives were sly when it came to predicting sales, but hinted that industry analysts in-the-know have been forecasting $15 million in sales over the counter the 1st year.
That's a lot of nose candy, eh?
Heck, I'm in the wrong business.
Tell 'ya a funny story.
I was in an elevator one day, when a classy well-heeled woman turned in my direction, and quizzed me about the cologne I was wearing.
"Obsession?" she slyly winked.
Gosh, it hit me like a lightning bolt.
I didn't spritz on anything that day before I dashed out the door for an intense (there's that word again) work-out at the gym.
"Eau de Julian," I quickly reslponded, with barely a straight face.
Heck, I could bottle my body scent, and a make a bloody fortune on eBay.
Folks, ready for some foreplay - or should we just go for the main course - straight away?
Givenchy, watch your sexy back!
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