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Parfums Givenchy

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Perfums Givenchy (French pronunciation: [paʁfœ̃ ʒivɑ̃ʃi]) is a French brand of perfumes and cosmetics.

History

Givenchy was founded in 1952 by designer Hubert de Givenchy, who retired in 1995. Known first for his haute couture work, Monsieur de Givenchy founded Les Parfums Givenchy in 1957. In 1958, Hubert de Givenchy asked his friend Audrey Hepburn to be the face of his parfume, L’Interdit. He created a revolution in using – for the very first time - the image of a movie star on an advertising campaign.

"Monsieur Givenchy" and "L'Eau de Vetiver" were launched in 1959, followed by the launch of the woman perfume « Givenchy III » with the slogan « Who know why one remind a woman and not another one ? Givenchy III gives memories to men ».[1] The success of the Givenchy perfumes obliged the construction of a factory in Beauvais.[2]

Les Parfums Givenchy were associated with a purported meeting of Hubert de Givenchy and Audrey Hepburn. This was supposed to represent the "Givenchy style", in which French elegance meets American glamour in a combination of sophistication and modernity.

Other famous patrons include the Guinness, Grimaldi and Kennedy families, who famously wore Givenchy clothes to the funeral of John F. Kennedy.

Hubert de Givenchy created for the occasion the symbol « 4 G » and a cosmetic line launched in the United States.

Parfums Givenchy Today

Fragrances for women

Givenchy fragrances include Ysatis, launched in 1984, as well as Amarige in 1991, and Organza, in 1996.

In 2003, the company launched Very Irrésistible Givenchy, one of Givenchy's first commissioned scents in the fruity-floral olfactory category. Since that year it has been promoted by American actress Liv Tyler, who starred in its Fifi award-winning ad campaign in 2004. Its success has led to the introduction of several flanker perfumes such as Very Irrésistible Summer Vibrations and Very Irrésistible Sensual, as well as a corresponding men's line. Next Givenchy launched Play, a perfume for women promoted by Justin Timberlake(men's version)

Fragrances for men

Beginning with Monsieur de Givenchy in 1959, the men’s fragrances have aimed to express a gentleman’s attitude, for example Givenchy Gentleman in 1975, Xeryus in the 1980s and Pi in the 1990s.

More recently, Givenchy pour Homme, Givenchy Blue Label and Very Irrésistible Givenchy for Men have been launched. Entertainer Justin Timberlake is the spokesman for Play, the company's most recent attempt at catching the youth market.

  1. ^ Template:FrStructure syntaxique des textes publicitaires Nicole Bachala, Alain Bentolila, Vera Carvalho, Université René-Descartes, Paris. Persée, revues scientifiques
  2. ^ Template:FrGivenchy, le luxe made in Oise Le Parisien, 28 janvier 2011
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