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Ryan Reynolds Takes Leading Role for Armani Code

PARIS — Armani Code has a new frontman — Ryan Reynolds.
The Canadian actor and producer brings to the brand a new face, which could help expand Armani Code’s consumer base and bolster sales. Launched in 2004, the men’s fragrance franchise ranked seventh worldwide and fifth in the U.S. for full-year 2017.
“With his status of modern male figure of self-fulfillment, Ryan Reynolds perfectly embodies the modern sensuality of the Armani Code man: someone with charisma, authenticity, an effortless style and the right dose of irony,” Giorgio Armani said in a statement.
Reynolds starred in and produced “Deadpool,” twice nominated for a Golden Globe, and has starred in films such as “The Hitman’s Bodyguard,” “Life,” “Safe House” and “Buried.”
For Armani, he will first feature in the campaign for Armani Code Absolu, the fourth addition to the franchise that’s due out in February. Reed Morano, who won an Emmy Award for “The Handmaid’s Tale” series, lensed the film campaign, while Matthew Brookes shot the print images.
“Our historical client is very loyal to Code,” Véronique Gautier, global president of Giorgio Armani Fragrances and Beauty at L’Oréal, the brand’s licensee, told WWD. She called Code the archetype of sensuality.
Fifteen years after the original Code scent was

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Via:: https://wwd.com/beauty-industry-news/fragrance/ryan-reynolds-takes-leading-role-for-armani-code-1202951571/