Armani
Si Passione
The latest installment in the Si perfume line: Armani Si Passione. Although not decades old, Armani's Si already stands as a great classic of women's perfumery. Created in 2013, it immediately made a splash and many saw in it the birth of a new olfactory legend.
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A luminous, charismatic and sophisticated juice, Armani's Si perfectly embodies all the chic sensibilities of this great creative house. It is a symbol of elegance in the Italian style, a tribute to modern femininity, an irresistible blend of grace, strength and a spirit of independence. Today, it comes in a new, more seductive and sensual version: Si Passione.
Cate Blanchett plays the role of a more seductive femme fatale
Since 2013, the beautiful Cate Blanchett has continued to impress with numerous role-plays in advertisements for the Armani brand. Indeed, she has been the face of Armani's Si since that date and it appears she will once again lend her image to the new Si Passione. For the occasion, the beautiful Australian intends to emphasize her innate charisma and natural sensuality. Cate Blanchett never misses an opportunity to say how much this partnership with Armani fits her ambitions. Looking at her collaboration with Monsieur Armani, she says, it is now long-standing, it is solid. It is part of a game she can orchestrate with her image. With him, there is elegance, sophistication, but there is also curiosity, an insatiable desire to experiment. This time, Cate Blanchett leads us toward a more powerful and seductive world.
Armani bets on red, the color of passion
And what more beautiful symbol of passion than the color red? Si Passione is revealed in a bottle lacquered in this fascinating shade. Recalling the color of a great classic lipstick, this bottle becomes a symbol of every forbidden thing. Si Passione seems to be the perfume of danger, attraction, sensuality and love. It is not meant to go unnoticed, and is a genuine call to say yes and dare to assert oneself.
Si Passione, a new sensual and luminous perfume
Si Passione gives a new dimension to this olfactory saga. It is an intense fragrance made for a woman full of self-confidence. This luminous and seductive juice is a symbol of strength and power. Its fire and vigor emerge from its very first breath. Si Passione opens on a trio of pink pepper, pear and blackcurrant. Its heart, meanwhile, leans more into femininity. A romantic breath emerges from a blend of roses, jasmine and heliotrope. This enormous floral bouquet is wrapped in a more syrupy vanilla. Finally, this ardent warmth rests on a woody base of cedar. This fragrance is presented in three different sizes: 30, 50 and 100 ml.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Cate Blanchett, face of the campaign for Si Passione
Woman is a precious being to creators. She is at the center of their inspiration, and it is therefore only natural that the Armani house decided to dedicate a perfume to her. Its star fragrance made its appearance in 2013 and is named Si. The message could not be clearer: through it, Armani, as well as each of us, must dare to say yes to life, to freedom, to commitment and to sensuality. Far more than a perfume, it stands as a banner and a talisman synonymous with happiness. Today, Si returns in a new format, more luminous and feminine than ever: Si Passione. It now comes with a new advertisement whose face of the campaign is none other than the celebrated Cate Blanchett.
Cate Blanchett, Armani's iconic face
Working on a role means finding the right tone for the character, and to achieve that, one needs at least two people, to exchange, to converse, [...] That is what interests her in building a role: the conversation she has with her partners. That is how she develops the character […] She could not work on a character alone, in her own corner. She would be bored to death. Between Cate Blanchett and the Armani brand, this is a story that has lasted! Out of this closeness, the Australian actress has become the house's essential face. Once again, it is she who embodies the image of the new Si Passione. In this advertisement, she appears as the central element and simply offers us different expressions, like a display of her acting range.
Si Passione dresses in a striking red
Like the Si Passione bottle, its advertisement unfolds in a world tinged with red. In fact, the seductive Cate Blanchett wears simply a suit over bare skin in this color. This shade, it must be said, pairs beautifully with her fair skin and blonde hair! After all, what better color than this to embody sensuality, passion, ardor and temptation? More than ever, Si Passione offers us a new version of the Armani woman: more contemporary, daring and charismatic than ever. This juice offers a radiant, luminous sensuality. It opens first on a duo of blackcurrant and pear. Then it develops into a bouquet of rose and jasmine absolute. It finally wraps itself in a syrupy vanilla structured with cedarwood.
“Closer To You” by Hyphen Hyphen, the inseparable soundtrack of Armani products
The advertisement for Si Passione is set to the track “Closer To You” by Hyphen Hyphen. A year and a half after achieving recognition at the Victoires de la Musique by winning the award for Group or Breakthrough Artist of the Year, Hyphen Hyphen teases its major comeback through this advertisement with international reach. This is not the first time the band Hyphen Hyphen has benefited from such exposure. The carmaker Citroën had already used several of its tracks for its communication campaigns, as had H&M and Hyundai before that.