Because It's You

In this context, Armani decided to create a new fragrance duo named Because It’s You, for the women's version, and Stronger With You, for men. Let us look at this new glamorous perfume that Armani wished to offer its female customers.

Because It’s You, a fragrance charged with romance

Because It’s You is a perfume presented in a bottle very different from previous Emporio Armani fragrances. Indeed, this new scent comes in a cube-shaped container with rounded corners, suggesting a certain generosity. The whole is crafted in thick glass revealing the beauty of an amber juice, rather light for women and deeper for men. The two scents thus appear highly complementary and are each topped with a rounded cap and a finely chiseled neck. In fact, if these two fragrances present themselves as a couple, it is simply because they are both very romantic perfumes. This is clearly noticeable in the recipe of Because It’s You. This perfume places rose, the emblematic flower of femininity and love, at the center of its composition. It is surrounded by a fruity, juicy raspberry at the start, and a bright, Mediterranean neroli. Its base, meanwhile, ends with a duo of vanilla and musk, two ingredients enveloping the whole in a sensual, syrupy aura.

The values contained in Giorgio Armani's perfume

In fact, with this perfume, Armani wished to convey strong and contemporary values. Emporio is a house that speaks the language of the present, and this perfume project captures two essential aspects of our times: on one hand, the return to true and primary feelings—in this case, love—and on the other, the increasingly close proximity between men and women, while respecting their respective identities and individuality. Because It’s You is a feminine and authentic perfume, a kind of olfactory transcription of modern love in our time.

The advertising campaign for Emporio Armani Because It’s You

However, to clearly convey this message, Armani needed only an advertising campaign worthy of its ambitions. The Italian house decided to entrust the project to a French director and producer named Fabien Constant. He created a series of three three-minute videos featuring the campaign faces Matilda Lutz and James Jagger, son of the iconic Mick Jagger and Jerry Hall. The duo promises to be sizzling and full of chemistry!