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Armani Beauty has launched The Power of Will, a video interview series hosted by artist Devon Rodriguez and featuring actor Jonathan Bailey. Musician J Balvin, Formula 1 driver Carlos Sainz and entrepreneur Simon Squibb also appear; the series is linked to the brand’s I Will men’s fragrance.
Armani Beauty has launched The Power of Will, a video interview series hosted by artist Devon Rodriguez and led by British actor Jonathan Bailey, an ambassador for the brand’s I Will men’s fragrance. The series also features fellow I Will ambassadors J Balvin, Carlos Sainz and Simon Squibb, connecting the fragrance campaign with conversations about decisions and turning points in their lives and careers.
According to Cosmetics Business, the series is intended to explore the choices, challenges and moments of conviction that have shaped the participants’ journeys. The publication’s report describes Bailey as the central figure in the announcement, while identifying musician J Balvin, Formula 1 driver Carlos Sainz and British entrepreneur Simon Squibb as additional guests. Rodriguez hosts the interviews.
The project is tied to I Will, Armani Beauty’s new men’s fragrance. The source describes it as the brand’s first new men’s fragrance pillar in two decades. The scent is an oriental woody composition created by DSM-Firmenich perfumers Nathalie Lorson and Alberto Morillas. That product description and the series’ focus on personal stories position the interviews as part of the fragrance’s wider introduction, rather than as a standalone entertainment series.
The available report is a short extract from Cosmetics Business’ premium coverage. It does not provide a full episode schedule, release dates, episode lengths or a complete account of the campaign. The confirmed details are the series title, host, named participants and its connection to I Will.
A Campaign Built Around Personal Stories
The series gives Armani Beauty a way to present I Will through its ambassadors’ experiences, extending the fragrance launch beyond scent notes and product imagery. By bringing together people from acting, music, motorsport and business, the interviews can address a broader audience while keeping the campaign tied to the same product.
For readers following beauty and luxury marketing, the development shows how the brand is pairing a new fragrance launch with video-led storytelling and recognizable public figures. Bailey’s participation also connects the campaign to his profile as a British actor. The source, however, does not report audience figures, commercial results or any measure of the series’ effectiveness, so its reach and impact cannot yet be assessed.
The fragrance itself carries additional significance for the brand: Cosmetics Business calls I Will its first new men’s fragrance pillar in 20 years. That is a specific product-development claim from the report, not evidence that Armani Beauty has been absent from men’s fragrance during that period.
Armani Beauty Stronger With You I Will men's fragrance
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I Will and Armani Beauty’s New Series
I Will is the product at the center of the campaign, and the interview series introduces its ambassadors through accounts of personal choices and challenges. Cosmetics Business reports that L’Oréal licenses the Armani Beauty brand and identifies the fragrance as an oriental woody scent. Lorson and Morillas, both DSM-Firmenich perfumers, created it.
The source says the videos seek to show something beyond the ambassadors’ public images and to examine the decisions and turning points that shape an individual path. It attributes that description to Richard Pinabel, Global Brand President of Armani Beauty. No further details about the production, distribution platforms or the interviews’ publication cadence appear in the supplied report.
““choices, challenges and moments of conviction that have shaped their journeys””
— Armani Beauty, as described by Cosmetics Business
Release Details Remain Unreported
The available source extract does not state when or where episodes will be released, how many interviews are planned, or whether all four ambassadors will appear in separate episodes. It also does not specify whether the series is available in full or being rolled out over time.
Cosmetics Business provides no sales forecasts, campaign budget, audience data or performance results. The stated purpose of exploring the participants’ journeys is the brand’s framing of the project; the source does not report independent findings about the interviews’ reach or effect on fragrance sales.
Further Campaign Details Await
Armani Beauty’s next public-facing development is likely to be the release or promotion of the interview videos, but the supplied report does not give dates or distribution details. Further brand announcements or the full Cosmetics Business report may clarify the episode schedule, platforms and format.
Until those details are available, the confirmed announcement remains limited to the series’ launch, its host and four named ambassadors, and its link to I Will. Any claims about audience response or commercial impact will require later reporting or figures from the company.
Key Questions
What is The Power of Will?
It is an Armani Beauty video interview series hosted by artist Devon Rodriguez and connected to the I Will men’s fragrance.
Who appears in the series?
The named participants are actor Jonathan Bailey, musician J Balvin, Formula 1 driver Carlos Sainz and entrepreneur Simon Squibb. The source identifies them as I Will ambassadors.
What is I Will fragrance?
Cosmetics Business describes I Will as an oriental woody men’s fragrance and Armani Beauty’s first new men’s fragrance pillar in two decades. It says DSM-Firmenich perfumers Nathalie Lorson and Alberto Morillas created the scent.
When and where can viewers watch the interviews?
The available report does not provide release dates or viewing platforms. Those details remain unconfirmed in the source material.
Source: rss
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