Smells like femme spirit
February 9, 2005 | 12:00am
Women now are more liberated and that is a very positive thing. For some women, liberation entails going beyond one’s role in society. It is not enough for them to just make money. Take for example Angelina Jolie, Naomi Campbell, Madonna and tennis player Maria Scharapova. Their lives are hounded by controversies, but they use their star quality to help others. That is the amazing power of a modern woman. As the cliché goes, the hand that rocks the cradle definitely rules the world.
That is why Giorgio Armani, the designer who gave the corporate power suit a sleek makeover in the ‘80s, created his new perfume Armani Mania as his tribute to the modern woman.
The perfume was designed for femmes who prefer scents with an exotic appeal, since it is a fusion of spices and distinctive aromas. Words like "fire," "mystery" and "sensuality" are bandied about in describing the new Armani scent.
By the way, the design of the Armani Mania bottle was inspired by madre perla or mother-of-pearl and pink champagne, which are reportedly Armani’s favorite materials to create "an elegant and sophisticated casing" for his perfumes. Mania’s modern and curved bottle comes with a luminous cap emphasizing the designer’s signature style.
"Armani Mania Femme is an ode to the modern woman – not as an unapproachable icon, but rather as a real woman," says Armani business unit manager Abigail Co. "She is well-balanced, accomplished, feels good about herself, loves life and faces challenges with a smile."
In designing clothes for men and women, Armani often mixed masculine and feminine elements, thus producing an androgynous look that became the Armani trademark. He did the same with Mania. The designer brought a masculine element to his new perfume for women by using laurel, a traditionally masculine scent, and blending it with Sicilian mandarin, magnolia, and Virginian cedar. Thus, you can still detect something floral and feminine from the elixir.
Co says, "The spirit of the scent flows forth like an instantly seductive burst of exhilarating sparkle. Armani Mania Femme is the olfactory echo of the liberated fashion of Giorgio Armani."
She adds that Mania was made in collaboration with International Flavors and Fragrances experts. With over 30 creative centers in Paris, New York and Shanghai, IFF is the leading creator and manufacturer of flavors and fragrances used in a variety of consumer products since 1833. The company has created many fine fragrances, which are now considered classic. It was also responsible for new ones that became pop as well.
"Fragrance is a creative process," says Melinda Wade, IFF’s regional account manager for fine fragrances in Asia-Pacific. She says that when you squirt a fragrance on your wrist, you can smell the different notes. That is called the "perfume structure." It is important to create balance between the notes to get the perfect fragrance.
Get this: The top note is usually the most volatile and diffusive, which causes immediate appeal. What about in the case of Armani Mania? The top note suggests aromatic freshness made with laurel, mandarin, and blackcurrant. The heart or middle note is where the fragrance harmonizes with your skin chemistry. Mania’s heart note is very feminine since it is made of floral bouquets of magnolia, peony, and lily of the valley. Finally, the base note makes the scent long-lasting, since it carries the fragrance. Mania’s base note is woody and elegant because of the cedar, sandalwood, and amber.
Giorgio Armani once said, "In my mind, the woman who loves Mania is violent, enthusiastic, both full of desire and aware of her weakness. She knows weakness is part of her personality. To use perfume is a mania."
And Mania is Armani’s scent of seduction.
Armani Mania comes in 30ml (P2,800), 50ml (P3,600), 75ml (P3,950) and 200ml lotion (P2,500). It is available at Rustan’s Department Store, SM, Robinsons and Landmark Department Stores.
That is why Giorgio Armani, the designer who gave the corporate power suit a sleek makeover in the ‘80s, created his new perfume Armani Mania as his tribute to the modern woman.
The perfume was designed for femmes who prefer scents with an exotic appeal, since it is a fusion of spices and distinctive aromas. Words like "fire," "mystery" and "sensuality" are bandied about in describing the new Armani scent.
By the way, the design of the Armani Mania bottle was inspired by madre perla or mother-of-pearl and pink champagne, which are reportedly Armani’s favorite materials to create "an elegant and sophisticated casing" for his perfumes. Mania’s modern and curved bottle comes with a luminous cap emphasizing the designer’s signature style.
"Armani Mania Femme is an ode to the modern woman – not as an unapproachable icon, but rather as a real woman," says Armani business unit manager Abigail Co. "She is well-balanced, accomplished, feels good about herself, loves life and faces challenges with a smile."
In designing clothes for men and women, Armani often mixed masculine and feminine elements, thus producing an androgynous look that became the Armani trademark. He did the same with Mania. The designer brought a masculine element to his new perfume for women by using laurel, a traditionally masculine scent, and blending it with Sicilian mandarin, magnolia, and Virginian cedar. Thus, you can still detect something floral and feminine from the elixir.
Co says, "The spirit of the scent flows forth like an instantly seductive burst of exhilarating sparkle. Armani Mania Femme is the olfactory echo of the liberated fashion of Giorgio Armani."
She adds that Mania was made in collaboration with International Flavors and Fragrances experts. With over 30 creative centers in Paris, New York and Shanghai, IFF is the leading creator and manufacturer of flavors and fragrances used in a variety of consumer products since 1833. The company has created many fine fragrances, which are now considered classic. It was also responsible for new ones that became pop as well.
"Fragrance is a creative process," says Melinda Wade, IFF’s regional account manager for fine fragrances in Asia-Pacific. She says that when you squirt a fragrance on your wrist, you can smell the different notes. That is called the "perfume structure." It is important to create balance between the notes to get the perfect fragrance.
Get this: The top note is usually the most volatile and diffusive, which causes immediate appeal. What about in the case of Armani Mania? The top note suggests aromatic freshness made with laurel, mandarin, and blackcurrant. The heart or middle note is where the fragrance harmonizes with your skin chemistry. Mania’s heart note is very feminine since it is made of floral bouquets of magnolia, peony, and lily of the valley. Finally, the base note makes the scent long-lasting, since it carries the fragrance. Mania’s base note is woody and elegant because of the cedar, sandalwood, and amber.
Giorgio Armani once said, "In my mind, the woman who loves Mania is violent, enthusiastic, both full of desire and aware of her weakness. She knows weakness is part of her personality. To use perfume is a mania."
And Mania is Armani’s scent of seduction.
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