Giorgio Armani in major Code Sport launch

By Doug Newhouse |

L’Oréal Produits de Luxe Travel Retail Worldwide has unveiled its major new Giorgio Armani Code Sport male fragrance, which is being launched into European travel retail markets in June, in Asia between July and September and into selected parts of The Americas between August and October.

As with previous Armani Code launches, this new edition is being supported with a major story line with Sport depicted as ‘a rite of seduction’ which is a vision brought to life in fragrance interpretation form by famous perfumer Jacques Cavallier who has worked with some of the most famous perfume houses in the world.

The Code Sport story line begins in Los Angeles at night and features Megan Fox who is already the face of Armani Beauty and said to be ‘the ideal incarnation of the Code woman’. 

Describing her, L’Oréal said: “Her stunning beauty displays the perfection and stark allure of the fatal brunettes of the 1950s and the actress is a rare link between the Hollywood of today and yesteryear. 

“The media frenzy surrounding her is tempered by the mystery cultivated by her openly rebellious personality. A cover girl capable of causing passionate reactions, she plays the game of celebrity without fully accepting it, as comfortable in Emporio jeans as she is in an Armani dress, depending on the campaign. 

“For Code Sport, she plays a poisonous seductress in a glass cage, revealing her many tattoos.” 

The episode features Fox caught up in a seduction game around a moonlight-lit swimming pool at night with the Code man, against a backcloth of the lights of Los Angeles.

Describing the encounter, the Giorgio Armani company says: “The encounter goes on, a dangerous game with addictive qualities, in which the desire to give in contrasts with that of winning. In a glass villa overlooking the city, a woman awakes to the sound of a splash. A man’s body slips through the water of a darkened swimming pool. His muscles tense and relax. 

“Protected from the night by a silk sheet, the woman observes him, a fascinated predator. His torso appears. The inevitable confrontation of two bodies hangs in the air. The contrast between the freshness of water and the softness of a warm body. A stand-off. The game continues elsewhere as the couple disappear. Only the city remains, a blind witness with its twinkling lights.”

The company says that Tension Mint gives its ‘explosive flavour’ to a surprising and unusual top note. Spearmint, peppermint and wild mint create an unexpected bouquet with an ‘incredible freshness providing a stunning effect.’

The company said that a whole year’s work went into the creation of the new fragrance for the perfumer to combine these three varieties and create a note whose character was ‘reinforced by their own differences’. 

Sicilian mandarin is said to add ‘an Italian breeze to a cosmopolitan fragrance’, with the heart revealing the ‘seductive power of Code Sport’ reinforced by citrus fruits. With the highest concentration ever used in perfumery, ambrox, the absolute olfactive translation of physical desire, is heated to the burning point with a blend of vetiver and ginger, ‘the alliance of sophistication and sensuality’. 

Interestingly, the company adds that Hivernal underlines these contrasts and prolongs the dialogue between icy crispness and sensual breath, giving the fragrance ‘an almost unlimited life’. In addition, it says that this ‘architecture of the senses’ enjoys the technological support of new techniques of molecular extraction and extraction by CO2, allowing a better isolation of the scented molecules.

Meanwhile, the design of the opaque bottle is described as ‘infinitely masculine’ and portable enough to slip into a travel bag for convenience. This is a variation on the Code bottle that has since become a classic and one of the most identifiable symbols of Giorgio Armani fragrances.

“The brushed metal effect of the cap cuts the matte black of the bottle and the red logo,” said the company, adding: “The Soft Touch coating has the feel of skin and warms when in contact with the hand.”


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