Idole d’Armani set to ‘sweep’ women off their feet globally
Idole d’Armani or Armani Idole is the new perfume from Armani which is set to launch in Autumn 2009 and is aimed at the global mid-age market of women and in particular those in the United States.
A recent article in Women’s Wear Daily they interviewed the founder of the brand, Giorgio Armani who lamented the difficulties associated with the fickleness of the fragrance market and their desire to keep their brand in the bosom of women the world over. Giorgio Armani claims that when it comes to aftershaves and marketing to a male market the story is completely different.
Giorgio Armani was recently quoted on the gender and conceptions that have emerged over the years in the fragrance market;
“It’s much more difficult,” he said. “Women are very unfaithful — psychologically speaking. Maybe it’s because I’m a man and I know what men like. They like fragrances that make them feel like a man. Now there is too much promiscuity between a female and a male fragrance. American women like a certain kind of fragrance, stronger and very personal,” he observed. “I sometimes say it’s a little bit like an elevator fragrance. When a woman gets onto an elevator, you can smell this fragrance. It’s a bit too much.”
The Armani Idole perfume is something of a tough war weapon for the Armani brand who aims to ride on the previous success of Armani Code and better their previous sales figures. Idole is in fact particularly reminiscent of the famous Christian Dior bestselling perfume, J’Adore as the two fragrances share similar stories as both aims at a ‘sophisticated gourmand’ fragrance.
