PARIS – Ryan Reynolds has been named the face of Armani Code, the Giorgio Armani men’s scent franchise first launched in 2004. He will appear in advertising created with Reed Moreno, starting in February, that coincides with a new addition to the line, Code Absolu.
The actor and entrepreneur shared with WWD his thoughts on fragrance and acting.
WWD: How does being the face of a fragrance difference from the other professional roles you’ve had?
Ryan Reynolds: Making the short film with the incredibly talented Reed Morano isn’t too different from working on a full-length film. So in essence, the job was just as much fun, only slightly shorter.
WWD: What drew you to the project?
R.R.: I love Armani. I love the timelessness of the brand. There’s something incredibly cinematic about campaigns like this, and because of that fact it feels like a natural fit.
WWD: What is your relationship to scent: Are you a longtime fragrance lover? If so, can you remember the first scent you wore?
R.R.: Scent is one of the most powerful types of memory. When I was a kid, my dad wore a cologne that’ll never leave my psyche – for both good and bad reasons. Ha!
WWD: What do you like in a
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