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Giorgio Armani & Cate Blanchett Promote #SaySi

Giorgio Armani Parfums has a new campaign to promote its Si fragrance, #SaySi.

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By: Marie Redding

Senior Editor, Rodman Media

Giorgio Armani Parfums is promoting its Si fragrance with a new campaign, #SaySi. The brand has recruited Cate Blanchett to help open dialogue between women, giving consumers the opportunity to share their stories – their “Sì” with each other.

In the “Si Women’s Circle,” 5 women from around the world will tell their life stories in 5 videos, which are featured on the brand’s website, Youtube and social networks. The videos tell of that key moment when “a woman says Sì to herself, to her heartfelt desire, a strategic moment when everything changes,” the brand says.

The first videos include stories about Helena Rizzo, a Brazilian woman living in Sao Paulo; Kee-Yoon Kim, who was born in Berlin to Korean parents and is now a lawyer in Paris; and Yuja Wang, a Chinese pianist in New York.

Here’s Cate Blanchett introducing the campaign. See the others on the brand’s YouTube channel.

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