Salvatore Ferragamo’s new Emozione is geared towards older women — older, of course, in the relative sense, since fragrances geared towards really older women are as rare as unicorns. Anyway, it’s geared towards older women, and you’d know this even if Women’s Wear Daily hadn’t said so.¹ Exhibit A is the model, Malgosia Bela, who at the ripe old age of 37 is a good 10 years older than Bianca Balti was when she introduced the brand’s 2012 pillar, Signorina. Balti turned on her pink radio, danced around on the bed in a pink dress and talked on her pink telephone before sitting demurely in a chair to wait for her man to arrive; Bela’s ad is slower and calmer, and according to the model is “about laughter and tears and everything that is important in life” — “I can be seen in reflections of cities“, she says to the camera. There’s no pink (it’s shot in black and white) and no man, or at least no man we can see.

Exhibit B, the juice…

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