EXCLUSIVE: Giorgio Armani’s Sì Scent Readies Next Chapter

PARIS — Giorgio Armani’s Sì fragrance franchise keeps gaining market share, six years after its launch.
In 2018 in Europe, the fragrance climbed two ranks, partially fueled by the strong reception of Sì Passione, to figure among the top-five women’s prestige perfume brands there. The franchise also registered a 50 percent revenue increase in the U.S., powered by Sì Passione, and strengthened its position in travel retail.
“The key factor to its success is undoubtedly the power of the overall mix and the emotional vision of femininity and women’s empowerment it conveys,” said Véronique Gautier, global president of Giorgio Armani fragrances and beauty at L’Oréal, the brand’s licensee, referring to the Sì franchise.
“Sì, the name itself, is a key asset, as it does not only encapsulate the Italian origin of the brand, but the whole story in one single and strong word,” she continued. “Sì was a pioneer with this empowerment message at its launch in 2013, and it is more relevant to the times than ever.”
Other important elements have been actress Cate Blanchett fronting the brand, the fragrances themselves and — for Sì Passione — the prevalence of the color red, a signature of the Giorgio Armani beauty brand, continued Gautier.
But Sì needs to keep evolving. “In a challenging market, there is no time to rest on one’s laurels,” said Gautier. “We have the ambition to continuously surprise and enchant our clients, offering new expressions of the Sì story, while continuously reiterating its message.”
Fleur Fortuné directed the newest film campaign for the franchise, due out in early February, which features Blanchett and addresses the question: “What if you said Sì?’” In the film, Blanchett tries out daring situations, such as skydiving and wearing a formal gown around town, including to a grocery store.
The spot, coming in 15- to 45-second lengths, is set to a remix of Lesley Gore’s “You Don’t Own Me” and breaks on the brand’s digital platforms Feb. 1, followed by Italian TV on Feb. 3.
Gautier said Fortuné “has brought a brand-new emotional energy. With her music-video background, she brings a strong sense of modernity and reveals new, unexpected facets of Cate Blanchett.”
Adding dimensions to the story, and marking the first integrated campaign featuring all of Sì’s faces, will be related films coming out in March in the digital space. These feature Sara Sampaio, Adwoa Aboah and Zhong Chuxi, the Chinese actress who is a new face for Sì and Armani color cosmetics.
“With this new campaign, we aim to consolidate the role of Sì as the brand’s women’s pillar, as well as further develop its leadership in the market,” said Gautier.
Industry sources estimate the Armani fragrance business is about 60 percent made from men’s scents and 40 percent from women’s.
Giorgio Armani was the top-selling men’s prestige fragrance brand worldwide last year, and overall, including men’s and women’s scents, it holds the number-three slot.
The eau de parfum Sì Fiori will be introduced at the same time as the new Sì campaign. It is the fifth fragrance to be added in the Sì franchise.
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