After launching “Play for Him” cologne with French label Givenchy, Justin Timberlake creates a new fragrance that is meant to represent the modern woman as it doesn’t have a fairytale feel.
“I think that perfume should be experienced in a layer. I think the modern woman doesn’t need to be sold on feeling like Cinderella. I feel like this is a little more tangible, a little more real,” Justin said.
In an interview with People, the singer revealed that he initially only planned to release the masculine fragrance: “I’ve always loved Givenchy’s brand just because it’s very sleek and very modern. We didn’t get into a partnership to create a women’s fragrance. We got into a partnership to create a men’s fragrance. But I think that they saw the opportunity and it translated very well.”
Model Noot Sear was chosen to embody this new fragrance. The ad for the perfume was directed by Tom Munro and it was shot in Paris, with Justin as a protagonist.