Armani has released its newest fragrance called Emporio Armani Diamonds. It comes right in the wake of the success of Armani Code for Women, which ranked 9th on US Mother's Day and amongst the top five bestsellers in several European markets (Germany, Italy, UK). The new fragrance was presented last Thursday, the 4th of October, in Amsterdam at the Emporio Armani shop in P.C. Hooftstraat. A very nice party with the whole team of the Emporio Armani of Amsterdam, where you could drink champagne with some small diamonds in your glass, enjoy nice Italian food and music. The evening ended with a lottery: the prize, of course, a real diamond. This launch is seen as an effort to vitalize further the Armani brand name in the realm of women's fragrances.

The scent is described as a "sparkling gourmand floral as multi-faceted as the modern woman" and includes "top notes of lychee and raspberry; middle notes of rose, freesia and lily of the valley, and bottom notes of vetiver, cedar wood, patchouli and vanilla". It was created by perfumer Thierry Wasser of Firmenich. The precious scent is encased by a sculpted, sparkling block of glimmering glass. Engraved at its center, the unmistakable Emporio Armani eagle. Crested at its summit, a metallic silver spray. A diamond in your palm, accessible, immediate, truly a girl’s best friend.

When creating Emporio Armani Diamonds, Giorgio Armani had the Emporio Armani woman in mind; a woman who could be strong, confident, feminine and very sexy, a symbol of the 21st century, someone who is living her life like a fascinating current event.

When he chose the name Diamonds, he meant a symbol of audacity, of sexiness with elegance and desirability, reflecting the sparkle, brilliance and strength of this irresistible stone. Who better than this astonishing actress, brilliant performer, friend of the house to be the new face and voice of the Emporio Armani fragrance? To that effect, singer Beyoncé Knowles has been enlisted to be the face for the fragrance advertising campaign.

Beyoncé is not only the face, but also the voice of a new women's fragrance. She appears in print ads and sings a song inspired by "Diamonds Are a Girl's Best Friend" in TV ads to promote the new addition to the Emporio range. In the commercial Beyonce reinterprets exclusively for Emporio Armani Diamonds her own version of the Marilyn Monroe classic "Diamonds Are A Girl’s Best Friend". Obvious song choice considering the new fragrance is called 'Emporio Armani’s Diamonds'.

Heitor Drapier, Emporio Armani's Director - Amsterdam

According to Armani, who has known Beyoncé for seven years, "There is no one today who transcends music, film and fashion in the way that Beyoncé does. There really was only one choice." "Beyoncé is pure sensuality," continued Armani. "She has that ability to mix it up: young and sexy or elegant and sophisticated, but always with incredible charisma and magnetism."

For more information:  www.emporioarmani.com  

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