Key Takeaways:
Kendall Jenner has been named global fragrance ambassador for Emporio Armani. The supermodel and entrepreneur will be the face of Power of You Eau de Parfum, the brand’s latest women’s fragrance. The campaign debuts in February.
Jenner’s role highlights Emporio Armani’s strategy of appointing culturally influential stars. According to Richard Pinabel, Global Brand President of Armani Beauty, Jenner is a “modern icon,” resonating with Gen Z across fashion, beauty, and social media. She adds relevance to the brand name, as it aims to strengthen its presence with younger consumers.
Jenner joins other Armani Beauty faces, including Cate Blanchett, Aaron Taylor-Johnson, and Sydney Sweeney.
The partnership coincides with the launch of Power of You Eau de Parfum, the feminine counterpart to the brand’s Stronger With You men’s fragrance. Developed by Givaudan perfumers, the scent opens with a passion fruit accord layered with bitter orange and lemon oil, followed by frangipani. The base blend is warm vanilla bean absolute from Madagascar with benzoin and cistus.
“Joining the Emporio Armani family was a total no-brainer,” Jenner said in a press release. “I’ve always loved that they empower you to just be who you are. The Power of You Eau de Parfum scent is everything—it’s magnetic, rich, and feels really sensual.”
Power of You is housed in a flacon inspired by Stronger With You, featuring intertwined gold-colored rings wrapped around the neck and sides of the bottle. The transparent glass showcases the fragrance’s ruby color, reminiscent of a jewel.
The campaign, directed by Gordon von Steiner, emphasizes movement, confidence, and collective energy, with Jenner dancing solo and within a crowd to represent the fragrance’s message of self-expression. As Jenner confirmed to WWD, it’s about “owning your energy and shining from the inside out.” The film ends with her final words: “Let’s light up the room.”
Emporio Armani has also teamed with “FragTokers” to convey authenticity around the new fragrance, aiming to market it to Gen Z as its core consumer base.
The fragrance launches January 20 in Europe, followed by additional global rollouts in April. The fragrance industry estimates it will generate €150 million in its first year of retail sales.
