Beauty news: Giorgio Armani taps Ryan Reynolds for Armani Code

The start of 2019 brings exciting news from Giorgio Armani beauty, and for Canadian actor and producer Ryan Reynolds. The brand has announced the ‘Deadpool’ star – and most excellent Instagrammer and prankster - as the new face of its Armani Code fragrances, which I think is a great move all round.

Super likeable, witty and pretty damn easy on the eye, Reynolds will first appear for the brand in a new Armani Code campaign to be released worldwide in February 2019. It will be followed by the launch of what Giorgio Armani beauty calls an ‘addictive’ new fragrance, Armani Code Absolu, coming to New Zealand mid-2019.

The film has been directed by Reed Morano, the Emmy Award winner responsible for the binge watch phenomenon of 2018, “The Handmaid’s Tale” with stunning still shots by photographer Matthew Brookes. Code Absolu is being described as a “sparkling” and “sensuous” scent, and I for one can’t wait to see the visuals that accompany its release. 

“With his status of modern male figure of self-fulfilment, 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”, said Mr. Giorgio Armani. 

Reynolds reportedly also knows a thing or two about scent. In a recent interview with WWD, he described his relationship to it as such: “Scent is important to me. Scents can bring you back instantly to a childhood memory, a relationship, a moment in your life. They bring you back to moments of great transitions, to moments as you grew up in the world…” I like it!

Originally introduced in 2004, Armani Code ranks in the top 10 of men’s fragrances worldwide, and with the help of Reynolds, Armani Code Absolu will undoubtedly go stratospheric.