Armani is following the fragrance industry strategy of using a famous face to promote a scent by selecting Regé-Jean Page as the new face of Armani Code. Dior has had great success using celebrities like Charlize Theron, Natalie Portman, and Johnny Depp to boost sales for J'Adore Dior and Dior Sauvage. While not as well known as Dior's stars initially, Page's breakout role in Bridgerton and roles in movies like The Gray Man have put him on the path to A-list fame. Armani hopes that pairing the new Armani Code scent with Page, who may become the next James Bond, will help boost the

1. Armani’s Big Bet on
Regé-Jean Page

2. The playbook of the fragrance world is
quite simple - a famous face turns a scent
into a blockbuster.
One brand is a master at this strategy, Dior.
They had Charlize Theron serve as the face
of J’Adore Dior for two decades,

3. Natalie Portman for Miss Dior since 2011 and
Johnny Depp has been instrumental to the
success of Dior Sauvage from its 2015
launch.
And now, Armani Beauty seems to be
following that road with Regé-Jean Page.

4. Page isn’t as well known as the stars Dior
use for the launches, But he has been on
the cusp of A-list fame ever since his
romantic heartthrob role on Bridgerton in
2020.

5. His appearance as a villain in Netflix’s The
Gray Man, which is the most expensive
movie at this time seems to be putting the
Actor in the good books of brands.
He starred in Dungeons & Dragons: Honor
Among Thieves, and of course, there are
those Bond rumours.

6. According to Véronique Gautier, the global
president of Armani, the brand wanted to
place a new bet on somebody not so
popular.

7. The playbook of the fragrance world is qHe
said. “Cultural relevance … plays a very
strong role. It’s our new choice and we
wanted this new energy.”

8. In the men’s fragrance market, Armani’s
Acqua Di Giò, ranks fourth best men’s scent
with Sauvage clinging to the top spot.
Armani Code ranks just outside the top 10,
down from seventh as recently ,as 2017.

9. And the brand’s goal is to get code to join
Acqua Di Giò in the top five.
Armani's Code, started of as “Black Code”
in 2004, but as the market became
swarmed with many fragrance with the
term “black," they dropped it

10. Whether or not Page would have an impact
on the brand is still unclear …
But Armani Code: a new scent to appeal to
consumers and Page, who could be the
next James Bond, could be just the thing
the brand needs to bump Armani Code
back into the top 10.