Arc London team on hand for Givenchy

Givenchy has celebrated the tenth anniversary of Very Irrésistible, its iconic fragrance for women, with a live brand experience.

Specially selected Very Irrésistible male and female brand ambassadors were stationed in city centres around the UK offering samples of Very Irrésistible and the new Givenchy men’s fragrance Gentlemen Only, as part of a campaign by Arc London.

The female brand ambassadors were chosen for their resemblance to the Hollywood actress Amanda Seyfried, the new face of Very Irrésistible. The entire team was handpicked following extensive casting to ensure that they were the perfect fit for the luxury brand.

The London team handed out long stemmed pink roses to consumers, referencing the fragrance’s bouquet of ten of the most beautiful and captivating roses.

The campaign took place in London for four days this month, comprising three days in Westminster and a day in Liverpool Street Station. There were teams handing out samples in Birmingham and Manchester city centres for two days.

The brand experience ran from 18th September until September 22nd.

Melanie Bois Sevestre, managing director, Parfums Givenchy, said: “The 10-year anniversary of Very Irrésistible is a hugely exciting landmark for our brand and we are delighted to celebrate it by offering consumers a feminine, elegant and spontaneous experience, coupled with the masculinity of this year’s top male fragrance, Gentlemen Only. The team have been specifically profiled for Givenchy and we are thrilled to be able to work with some of our favourites again from the previous campaign.”

Charlotte Birley, board account director, Arc London said: “This latest campaign coincides with the start of the Christmas gifting period when fragrances are more front of mind. Combining these two signature Givenchy perfumes in a live brand experience close to the point of purchase, offers the perfect opportunity to drive consumers into store and encourage an uplift in sales at this key time.”