Alicia Keys known for her ubercreative artistic and theatrical performances, which ranges from singing, song writing, album and acting producing roles, is now the face of Givenchy’s newest fragrance, marking the singer’s first beauty campaign.
Unveiling the goddess within you, Parfums Givenchy dresses in gold a new fragrance composed by François Demachy and embodied by Alicia Keys. Gold the symbol of the season is proving to have an alluring affect to many. Timeless and visually appealing it is unaffected by the changing of trends or the by the passage of time. Just weeks after Charlize Theron’s J’Adore Dior video “The Future is Gold”, a new golden Givenchy Dahlia blooms embodied by American R&B singer, songwriter, pianist, record producer, and actress Alicia Keys.
The royal colour is celebrated in a sensual solar eau de parfum meticulously designed by François Demachy, Artistic Director for olfactory development at LVMH Fragrance Brands. The concept behind the new fragrance is a perfume aficionado that is decorated with white flowers, a base of vetiver, sandalwood and patchouli, while top notes reveal mirabelle plums. The scent itself is developed in-house by Givenchy perfumer François Demachy, combines notes of jasmine, mirabelle plum, patchouli, vetiver and sandalwood. Giving her own personal opinion, “this scent is grounded, but still has a femininity that is very earthy, and I love that.”
The Master Perfumer, François Demachy gives an insight into the production that “I created a delicate and delightful scent, balancing colored and juicy notes, slightly reminiscent of childhood. Then I gave the fragrance more of a solar quality, to create a trail worthy of this radiant, remarkable muse.”
In the Dahlia Divin video, Alicia Keys is hidden in a music box. As the music plays the box opens and she emerges, gradually awakening and coming to life, dressed in a stunning embroidered gown glittering with precious gemstones. She embodies the goddess of sun and immortal beauty.
A friend of Givenchy Creative Director Riccardo Tisci, she agreed for the first time to work with a perfume House, announced Givenchy. Keys also embraced the Dahlia Divin concept, which is to celebrate women as modern-day goddesses. “As women, we are very diverse — but strong and passionate,” she said. In many eyes, especially those of Parfums Givenchy’s global president Thierry Maman, she is just that. “As a brand, we are aristocratic, charming, witty. Alicia has all of these values and is a classic woman, like Audrey Hepburn,” said Maman. “Also, Alicia has global appeal and is at the top of the charts.”
Eaux de parfum is in three sizes — 30 ml. for $65, 50 ml. for $90 and 75 ml. for $110 — will be offered, as will a 200-ml. Skin Dew, $53. In the U.S., the scent will be sold in about 1,500 doors, including Macy’s, Neiman Marcus, Bloomingdale’s, Saks Fifth Avenue, Nordstrom, Lord & Taylor, Dillard’s and Sephora.
On 15th of September, Givenchy announced the opening of a new store in Shinsegae Department Store, Seoul, dedicated to Women’s and Men’s Accessories Collections which will boost sales up. Ahead of its release, Givenchy projects that Dahlia Divin could top $100million in sales in its first year on store shelves. With Alicia Keys on the cover, that could be a very profitable self-fulfilling prophecy.