Kendall Jenner has been appointed as the global fragrance ambassador for Emporio Armani, promoting the brand’s latest women’s scent, Power of You. The announcement highlights Jenner’s alignment with the campaign’s themes of confidence and authenticity. In an interview with Women’s Wear Daily, she expressed her enthusiasm for the fragrance, stating, “The Power of You Eau de Parfum campaign is all about owning your energy and shining from the inside out, and that message just feels so aligned with me.”
The Power of You scent is described by Jenner as “a delicious and vibrant scent that’s truly unique.” She emphasized the importance of the campaign’s message, which resonates with her own values. The fragrance aims to capture a youthful and fun spirit, a characteristic that the brand has consistently maintained.
According to Pinabel, the global brand president of Armani Beauty, Jenner embodies a modern icon that connects well with Generation Z. Jenner first gained public attention in 2007 through her role on E!’s “Keeping Up with the Kardashians” and currently stars in “The Kardashians” on Hulu and Disney+. Her modeling career took off in 2014 when she walked for Marc Jacobs, leading to numerous high-profile fashion shows and magazine covers, including Vogue and Harper’s Bazaar.
In addition to her modeling work, Jenner has previously served as a global ambassador for L’Oréal Paris and founded 818 Tequila, promoting responsible business practices. Pinabel noted, “She’s very connected to pop culture and has this unique blend of sophistication and elegance,” further attributing her success to her natural charisma.
The campaign for Power of You, directed by Gordon von Steiner, features Jenner dancing among crowds to the iconic track “Born Slippy” by Underworld. Reflecting on her experience shooting the campaign, Jenner shared, “One of my favorite parts was feeling that sense of collective energy and collaboration, which made the experience truly special.” She added that the campaign transcended mere product promotion, instead focusing on the feelings and energy that the fragrance embodies.
The fragrance itself opens with a zesty maracuja, or passion fruit, accord, and features notes of Givaudan’s captive Ebeli, bitter orange, and lemon oil. At its heart lies a luminous frangipani accord, while the base consists of vanilla bean absolute from Madagascar, benzoin resinoid, and cistus absolute. Jenner praised the fragrance’s versatility, stating, “It can be worn for all occasions, which I love.”
“My earliest memories of fragrance would probably be playing with my mom’s perfumes,” Jenner recalled. “Today, I love a scent that is powerful and addictive, that really boosts your mood, like Power of You Eau de Parfum.”
Pinabel characterized the scent as chic, elegant, and sophisticated, designed by Givaudan perfumers Nisrine Bouazzaoui Grillié and Nadège Le Garlantezec. The bottle design is a nod to the Stronger With You line, featuring intertwined yellow-gold rings that give it a jewel-like appearance. The scent’s ruby color is visible through the transparent glass.
Power of You is set to launch in Europe on January 20, 2025, with subsequent releases planned for the United States and Middle East in March, followed by Asia in April. The eau de parfum will be available in three sizes: 30 ml, 50 ml, and 90 ml, priced approximately at $78, $110, and $138, respectively. While Armani executives have not disclosed sales projections, industry sources estimate that the fragrance could generate around €150 million in retail sales within its first year.
“It’s really booming for the brand,” Pinabel stated, noting that men’s fragrances, particularly Stronger With You, are currently leading the market. The enduring success of Armani Acqua di Gió for men, still ranking in the top ten in Europe’s largest markets three decades after its launch, underscores the brand’s strength in the fragrance industry.
The introduction of Power of You represents a strategic move for the brand to strengthen its position in the women’s fragrance market. Pinabel emphasized that the intention is to make a significant impact with this launch, paralleling the brand’s approach in fashion, which is structured to appeal to a diverse consumer base.
