Publicis Luxe
L’Oréal Luxe partners with Publicis Luxe for the launch of the new Armani Code perfume campaign
The fragrance, which first debuted 18 years ago, is getting a makeover to complement the arrival of British actor Regé-Jean Page as its newest ambassador.
The decision to name Page comes as a result of the brand’s exploration of modern masculinity as he “represents the cultural richness and vitality of this moment in time.” Masculinity has moved on, and in a world that goes backwards, only a new breed of man can set it right again.
Chosen for his cinematic, luxury aesthetic and his ability to capture the energy of Regé-Jean Page, Manu Cossu directed the film campaign.
For the print campaign, the beauty visuals were captured by British prodigy Damon Baker.
Regé-Jean Page himself states, “Every code is constantly being re-written – technologically and socially. The only mistake is to think the codes have ever been static or set in stone.”
The media campaign will be launched worldwide beginning September 5, 2022.
Campaign film: https://www.youtube.com/watch?v=mbmlvx7MP9s&ab_channel=Armanibeauty
A propos de Publicis Luxe
ABOUT PUBLICIS LUXE
We imagine experiences where product, service and storytelling blend into a single, memorable journey. Experiences are moments, that spark emotion: an arresting photograph, a beautiful parcel on your doorstep, a grand decor or an exceptional event, an interaction with inspiring people. These moments, over time, create a unique kind of relationship between people and brands, made of impressions, conversations, discoveries and surprise, essentially: emotions.
To spark positive emotion, Publicis Luxe thinks big, and thinks small. We are a unique combination of artisan-worthy attention to detail, and large-scale production capabilities. A crew of passionate people coming from different backgrounds: digital natives mesh with image craftswomen with the best eye for esthetics, working as one team between Paris and Shanghai.
Whether working on brand platform, campaigns, commerce, always-on content, innovative services or post-advertising territories - we're pioneering a new era of luxury marketing, where conversations bloom, where heritage and zeitgeist collide to spark new ideas.
Contact : Guillaume Liziard CMO - guillaume.liziard@publicis.com, +33 (0)1 85 56 96 01
