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Armani

Because It's You

Emporio Armani launched Because It’s You in June 2017, paired with Stronger With You for men. Anne Flipo composed a fruity floral: raspberry and neroli on top, rose absolute at the heart, vanilla, musks and patchouli in the base. According to the house, the cap draws on the two rings Giorgio Armani wore. Kleo finds it a pleasant, light juice, cut out for young women.

Brand
Armani
Launch year
2017
Perfumer
Gender
Women
Olfactory family
Floral
Secondary family
Fruity
Concentration
Eau de Parfum
EAN
3605522041004 (50 ml) · 3605522041486 (100 ml)

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Because It's You

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Because It’s You came out in June 2017 from Emporio Armani, Giorgio Armani’s younger line, alongside Stronger With You, its masculine counterpart signed by Cécile Matton. The house presented the duo as the olfactory embodiment of a modern, sincere love, and as a new pillar of the line.

A duo Giorgio Armani wanted

The designer took part in every stage of its conception. He called Emporio Armani, launched in 1981, his favorite field for experimentation, and saw in the project two traits of the times: the return to primary feelings, love above all, and the closeness of men and women, each keeping their own identity.

Anne Flipo signed the feminine fragrance. The house describes it as unabashedly feminine, instinctive and passionate, carried by a love eager to declare itself at every opportunity: that is the meaning of its name, an answer more than a question.

The designer’s two rings

According to the house, the duo also tells an intimate story. Giorgio Armani wore two rings on the third finger of his left hand, his own and that of Sergio Galeotti, his partner in life and business, who died in 1985. This double ring inspired the caps of both bottles, as the symbol of a love that makes you stronger.

Olfactory pyramid

  1. Top notesThe first minutes
  2. Heart notesThe heart of the perfume
  3. Base notesWhat lingers

What critics say

Kleo finds a pretty fruity floral water, pleasant, fresh and light, not sweet at all, meant for young women.

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The advertising

Together Stronger, New York, 2017

Matilda Lutz and James Jagger, filmed in New York by Fabien Constant, to Major Lazer’s Powerful.

Emporio Armani launched the duo with a series of short films directed by Fabien Constant, under the title Together Stronger. Matilda Lutz, the Italian actress and model, and James Jagger, Mick Jagger’s son, play Laura and Paul, two artists in love who live in New York.

The episodes show them turning every situation into a shared burst of momentum: on the roof of a building, on top of a yellow taxi stuck in traffic, on a metal beam hanging in the void above the city.

The music is Powerful, by Major Lazer with Ellie Goulding and Tarrus Riley. The campaign circulates under the hashtag #TogetherStronger.

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