Givenchy is set on revitalizing their men fragrance line and connecting with the young generation by recruiting Justin Timberlake as the face of an all-new men's fragrance that will debut this fall. The launch comes after a four years absense in the market since 'Very Irresistible for Men' was released in 2004. Timberlake will be joining actress Liv Tyler, who's the current Parfums Givenchy celebrity spokesmodel (see video ad above).
"Beyond his huge celebrity appeal, we chose Justin Timberlake because he is a world recognized trendsetter who redefines modern elegance," said Alain Lorenzo, president of Parfums Givenchy. The campaign and project will be unveiled to the press in June and will be launched commercially this fall, with a worldwide rollout across 2009.
Timberlake can now add Model to his expanding CV in addition to his main job as a successful singer, aspiring actor, music producer, fashion designer with a 'William Rast' clothing line, and even a restaurant manager.
Reigniting The Brand
Justin Timberlake Bringing Givenchy Back
Trend Themes
1. Revitalizing Fragrance Lines - By recruiting celebrities like Justin Timberlake, brands can revitalize their fragrance lines and connect with younger consumers.
2. Celebrity Brand Collaborations - Partnering with well-known celebrities like Justin Timberlake can help brands create buzz and reach a wider audience.
3. Expanding Personal Brands - Celebrities like Justin Timberlake can leverage their fame and success to expand their personal brands into different industries.
Industry Implications
1. Fragrance - The fragrance industry can benefit from collaborating with celebrities to create innovative and appealing products that resonate with consumers.
2. Fashion - Celebrity collaborations in the fashion industry, like Justin Timberlake's clothing line 'William Rast,' provide disruptive innovation opportunities for brands to reach new customer segments.
3. Entertainment - The entertainment industry can explore partnerships with celebrities to create unique experiences and products that leverage their star power and appeal.