Giorgio Armani Si is being heavily publicised right now on a perfume counter near you. Armani’s 2013 new release was created by the legendary Christine Nagel, who is capable of works of genius (Eau de Cartier for example), and generic bestsellers (Jimmy Choo Flash).
But does Armani Si live it up to the hype? Can it hold its own against other Oh So Rare new perfume launches? (Did that sound sarcastic? It was meant to). Do join me, dear reader, on my unremarkable journey into the world of Giorgio Armani Si.
This is what I call a box ticker. It is also remarkably like La Vie est Belle by Lancome.
Endorsement campaign by beautiful but classy actress? Tick.
Simple glass bottle, no gimmicks? Tick.
Smells a bit gourmand with a Vanilla overload? Tick.
Now I hesitate to put the boot in, since Cate Blanchett seems to exude a calming serenity where’re she glides, and it seems almost rude to criticise anything she endorses. However, in the hope that the exquisite and talented Cate never reads this, I feel I have to be honest with you and say this is not great.
The opening of Violet Leaf and Green notes (albeit rather synthetic smelling) could be saved if the Vanilla baseball bat of Doom hadn’t waded in and bludgeoned everything. This could have been a pretty Green and Violet scent, in the same vein as Balmain Ivoire (the new, not the old). But no, the promising opening turns into a gourmand and stays a gourmand all the way through. Sad to report, it’s not even a good gourmand. It’s too sweet. Too synthetic. Even the promised Patchouli was beaten into submission by the villainous Vanilla.
How I long for a new launch to blow me away. Recommendations welcome. Giorgio Armani Si? Mais non.