Emporio Armani Enlists Kendall Jenner for New Perfume Debut

Emporio Armani announces new fragrance. The Italian firm’s youth line bets on model Kendall Jenner as the star image of its next fragrance launch. The Power of You collection is part of the same line as Stronger with You, another of Armani’s collections.

This launch lands hand in hand with L’Oréal as licensee of the Italian company’s cosmetics line. Both companies renewed their partnership agreement in 2018, extending it until 2050. Kendall Jenner has also been a L’Oréal Paris ambassador since 2023, when she became the face of the brand.

As part of Emporio Armani’s global strategy, Kendall Jenner has been named brand ambassador for this launch, which aims to reach out to a younger audience in a celebration of individuality, modern femininity and personal strength, Emporio Armani said.

Armani has expanded the brand to other audiences with its youth and baby line, as well as home products

Armani has relied on the expert hands of perfumers such as Moroccan Nisrine Grillié and French Nadège Le Garlantezec. Both have developed some of their projects for the Givaudan brand.

In this line, they have balanced sweetness and sensitivity through notes of passion fruit, frangipani, Madagascar vanilla, benzoin and cistus.

Over the years Armani expanded its business with the addition of Emporio Armani (the brand’s youth line), Armani Jeans (the brand’s denim line), Armani Privé (Armani’s haute couture collection), Armani Baby (the baby line), Armani Junior (the children’s line) and the Armani/Casa selection of home products .