Kendall Jenner has been appointed as the global fragrance ambassador for Emporio Armani, taking the lead in promoting the new women’s scent, Power of You. This announcement marks a significant addition to Jenner’s career, as she steps into a role that celebrates individuality and authentic confidence, aligning with her personal brand. In a statement to WWD, Jenner expressed her excitement, saying, “The Power of You Eau de Parfum campaign is all about owning your energy and shining from the inside out.”
The fragrance, described by Jenner as a “delicious and vibrant scent that’s truly unique,” aims to resonate particularly with younger consumers. Pinabel, global brand president of Armani Beauty, emphasized Jenner’s status as a “modern icon,” noting her strong appeal among Gen Z. Jenner first gained widespread recognition in 2007 through her appearance on the reality show “Keeping Up With the Kardashians” and has maintained her relevance through various media projects, including “The Kardashians” on Hulu.
Jenner’s modeling career took off during the Marc Jacobs fall 2014 fashion show, and she has since collaborated with numerous prestigious brands. Her previous role as a global ambassador for L’Oréal Paris further solidified her status in the beauty industry. In addition to her modeling pursuits, she founded 818 Tequila, promoting responsible practices and environmental advocacy.
The campaign for Power of You is directed by Gordon von Steiner and features Jenner dancing both solo and in a crowd to Underworld’s “Born Slippy.” Reflecting on the campaign, Jenner stated, “One of my favorite parts was feeling that sense of collective energy and collaboration, which made the experience truly special.” She noted that the campaign emphasizes not just the fragrance itself but the feeling it evokes, aiming to capture the essence of “lighting up the room.”
Fragrance Profile and Market Strategy
Power of You is positioned to deepen the Armani brand’s presence in the women’s fragrance market. In Europe, this segment, which includes other scents like Stronger With You, holds a significant place, ranking fifth among men’s fragrances. In the United States, it occupies a spot in the top 15. The fragrance is designed to appeal to Gen Z consumers, leveraging advocacy and influencer marketing as key components of its strategy. “It’s been really fueled by that,” Pinabel stated, highlighting the collaboration with “FragTokers,” or fragrance influencers on TikTok, that began early in the fragrance’s development.
The fragrance opens with a lively maracuja, or passion fruit, accord, complemented by notes of bitter orange and lemon oil. The heart features a luminous frangipani accord, while the base combines vanilla bean absolute from Madagascar with benzoin resinoid and cistus absolute. Jenner remarked on the unexpected yet harmonious blend of vanilla and passion fruit, asserting that it is versatile enough for any occasion.
Reflecting on her personal connection to fragrance, Jenner shared, “My earliest memories of fragrance would probably be playing with my mom’s perfumes.” She expressed a preference for scents that are powerful and mood-boosting, like Power of You Eau de Parfum.
Launch Details and Industry Expectations
Created by Givaudan perfumers Nisrine Bouazzaoui Grillié and Nadège Le Garlantezec, Power of You’s design echoes the aesthetic of Stronger With You, featuring a bottle adorned with yellow-gold-colored, intertwined rings, enhancing its jewel-like appearance. The fragrance is set to be launched on January 20, 2026, in Europe, followed by releases in the United States and Middle East in March, with an Asian introduction planned for April. Available in 30 ml, 50 ml, and 90 ml sizes, the retail prices will be approximately $78, $110, and $138, respectively.
While Armani executives did not disclose sales projections, industry estimates suggest Power of You could generate 150 million euros in retail sales within its first year. Pinabel noted that the brand aims to regain a strong foothold in the feminine fragrance market, remarking, “It’s really booming for the brand.” The male fragrances have been particularly successful, with Stronger With You leading the way.
As the industry evolves, Armani’s fragrance brand continues to adapt, structured in a pyramid with Armani Privé representing couture, Giorgio Armani encompassing timeless collections, and Emporio Armani catering to a younger, more accessible audience. The introduction of Power of You signals Armani’s commitment to expanding its offerings in the women’s fragrance segment, presenting a fresh and dynamic choice for consumers.
