Louis Vuitton 2003 Annual Report Download - page 49

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the House’s historic perfume, an expansion of
the Amarige line, and particularly, the global
success of Ve ry Irresistible Givenchy, the House’s
new trademark fragrance. This new fragrance for
women is perfectly in keeping with the brand’s
values and is backed by a commercial in which
the young American actress Liv Tyler becomes,
after Audrey Hepburn, the contemporary incar-
nation of the Givenchy woman.
In 2004, Parfums Givenchy will profit from the
deployment of Ve ry Irresistible and will continue
to update its product offerings, with a new
design for its skincare lines. It will solidify its
goals in make-up. Previously tested successfully
in Japan, Givenchy’s new Le Makeup line, which
is highly creative in terms of textures, colors
and packaging (“the make-up concentrate”),
was launched in March. It is a full line of pro-
ducts with 151 products items, and new items
will be added to the line as seasons and styles
change. This new line will be promoted by a
major advertising campaign with Liv Tyler as
ambassador. The product launch will be accom-
panied by a new sales stand concept in depart-
ment stores, one with a contemporary look
suggestive of luxury and purity.
No Complex, a new line of body care products
capitalizing on the expertise of the Givenchy
Spa will also be introduced in 2004.
47
PASSIONATE ABOUT
CREATIVITY