Monday, July 13, 2009

Justin for Givenchy

Justin Timberlake is in Play — that is, the Givenchy fragrance brand of that name, set to be rolled out in the U.S. this fall, following its debut in Europe a year ago. Timberlake is pulling double-duty as the face of this launch: two men’s scents — dubbed Play and Play Intense, respectively — are offered.

“We were looking for a man who’s recognized all over the world, someone new to the world of perfumery, and with great seductive potential,” said Pamela Baxter, president and chief executive officer of LVMH Perfumes & Cosmetics N.A. and president and CEO of Christian Dior Inc. “Most importantly, we needed to find a man who could embody the modern elegance specific to the Givenchy brand as well as all the facets of Play.”