June 7, 2013

A contemporary

Givenchy’s star fragrance Very Irrésistible is celebrating its 10th anniversary this year, so what better time to tie its image to that of the sparkling American actress Amanda Seyfried?

In the space of just 10 years, Very Irrésistible has broken with perfumery convention and captivated women the world over. Successively launched in three variations – eau de toilette (2003), eau de parfum (2005), and L’intense (2011) – the fragrance balances luxury with impertinence, French elegance with American spontaneity.

With Very Irrésistible, it’s all about the twist: the original pairing of rose and star anise gave rise to the world’s first aromatic floral fragrance, which has since been reinterpreted several times. The flacon, too, stands out with its elegant couture silhouette, subtly revisited this year. In short, Very Irrésistible had all it took to become a unique and iconic scent.

For nearly 10 years, Very Irrésistible has been represented by the fresh, natural charm of the actress Liv Tyler, but now it has a new face: Amanda Seyfried, who is regularly seen in Riccardo Tisci’s designs for Givenchy. The young American star turns heads with her uniquely captivating, naturally feminine beauty.

Her special appeal is captured in the ad campaign, filmed by French director Cédric Klapisch (L’auberge espagnole, Le Péril Jeune, Paris). A mysterious figure approaches the door of a typical Paris café. Conversation stops, and all eyes turn towards the enigmatic newcomer who slowly reveals herself: Amanda Seyfried is there. Elegant, spontaneous and… irresistible.

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