THE WHAT? Armani Beauty is hoping to introduce its classic Acqua di Gio fragrance to a new target audience by way of a squad of carefully selected Gen Z brand ambassadors, known as Gen A, who have been tasked to spread the word among their peers.
THE DETAILS The squad includes Chase Stokes, Jonathan Daviss, Lukas Gage and Michael Evans Behling. Gen A has generated 1.1 billion press impressions since the eight-strong squad was formed, with social posts referring to the brand rising 143 percent.
THE WHY? Veronique Gautier, Global President of Armani Beauty, told Glossy, ‘The Gen Z consumer wants to see themselves in the brand’ and the four men give the scent a face that shoppers in that cohort can connect with and relate to. The brand is hoping that the renewed push will push Acqua di Gio into the top three men’s fragrances worldwide; currently it is placed fourth.
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