Armani Idole

Armani is mostly interested in reaching out to the feminine portion of the global and American fragrance market in particular with their upcoming September opus called Idole and they really wished women were not so fickle. This is what transpires from an article in today's Women's Wear Daily where founder Giorgio Armani laments the difficulty of keeping women in the bosom of the brand. Men, that's another story, and Armani confesses to having a better grasp on the male psyche because he is a man himself after all and men are more faithful in their perfume tastes. Interesting conceptions about gender and cultural preferences emerge,

"It's much more difficult," he said. "Women are very unfaithful -- psychologically speaking. Maybe it's because I'm a man and I know what men like. [They] like fragrances that [make them] feel like a man. Now there is too much promiscuity between a female and a male fragrance."And, "American women like a certain kind of fragrance, stronger and very personal," he observed. "I sometimes say it's a little bit like an elevator fragrance. When a woman gets onto an elevator, you can smell this fragrance. It's a bit too much."...

The perfume is described as a spicy floral scent. It was created by Bruno Jovanovic of IFF . Idole "opens with Sicilian clementine, juicy pear, ginger and Indian davana. Its heart is of absolute saffron, Egyptian jasmine, and loukoum rose, and the drydown is of patchouli and vetiver."