Armani Beauty has launched The Power of Will, a video interview series hosted by artist Devon Rodriguez and starring British actor and I Will fragrance ambassador, Jonathan Bailey.
Bailey is joined by musician J Balvin, Formula 1 driver Carlos Sainz and British entrepreneur Simon Squibb, who are also I Will ambassadors, in the new series exploring the “choices, challenges and moments of conviction that have shaped their journeys”.
The scent is the L’Oréal-licensed brand’s first new men’s fragrance pillar in two decades, offering an oriental woody scent created by DSM-Firmenich Perfumers Nathalie Lorson and Alberto Morillas.
The video series looks to offer a glimpse beyond the ambassadors' public images and “explore the choices and turning points that shape an individual path”, Richard Pinabel, Global Brand President of Armani Beauty, told Cosmetics Business.
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