January 21, 2021

Givenchy Reinterprets Iconic Gentleman Scent

PARIS — Parfums Givenchy went back to its roots by reinterpreting its Gentleman men’s scent — created by the house’s founder Hubert de Givenchy in 1975 — to help capture a younger clientele.
The exercise was undertaken as an homage to the designer and to imagine what Gentleman would be like if it were made today, according to Romain Spitzer, Givenchy Parfums’ chief executive officer.
The original fragrance was intended to “add spice to courtesy.” “At the time, it was a perfume with a fairly racy signature, powerful, formulated with a lot of patchouli and leaving a noticeable wake,” Spitzer said. “The idea was to recover the audacity of that time, with a composition a bit more contemporary.”
Firmenich perfumers Olivier Cresp and Nathalie Lorson concocted the new Gentleman woody floral fougère juice, which includes notes of lavender, iris, pear and an accord of patchouli-leather. Spitzer called its effect a mix of “power and sweetness.”
Aaron Taylor-Johnson, as reported, incarnates Givenchy’s modern gentleman sans the traditional clichés in the advertising. The British actor stars in the film and still campaigns directed by his wife, Sam Taylor-Johnson.
The black-and-white spot takes place in an undefined countryside manor at the end of a soiree. Taylor-Johnson begins to play

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