Armani Beauty is betting that Regé-Jean Page can do for its perfume department what Johnny Depp did for Dior (without the controversy).

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Armani follows a well-crafted play in the advertising-driven world of fragrance, where a world-famous face can turn a fragrance into a blockbuster. Dior is a master of this strategy. Charlize Theron has served as the face of J’Adore Dior for two decades, Natalie Portman has held a similar role for Miss Dior since 2011, and Johnny Depp played an important role in the success Dior Sauvage since its launch in 2015.

— Read more in Armani’s big bet on Regé-Jean Page at Industry Update. (And see Why Dior Sauvage has become the best-selling perfume in the world (above any women’s fragrance) from CodeList.