# Blissful Perfume Ads This Ad for Giorgio Armani's 'Si Fragrance' Stars Cate Blanchett By Ady Floyd | Published 2015-09-14 | Updated 2015-09-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/si-fragrance References: [luxuo](http://www.luxuo.com/beauty/armani-si-campaign-2015.html) & [luxuo](http://www.luxuo.com/beauty/cate-blanchett-giorgio-armani-fragrances.html) This 30-second advertisement for Giorgio Armani's 'Si' fragrance features the [beautiful actress Cate Blanchett](https://www.trendhunter.com/trends/uniqlo-taps-cate-blanchett). The ad speaks to the [carefree female](https://www.trendhunter.com/trends/feminine-empowerment) and encourages all women to partake in life's simple pleasures. The ad follows Cate as she indulges in blissful activities. She is seen caught in the rain with a huge smile on her face, driving a convertible car and shopping for a pair of scandalous stilettos. In each scene the actress is embracing the imperfections and enjoying the moments of self-satisfying experiences that she shares with only herself. The ultimate goal for this ad to allow the audience the feel a connection between simplicity of happiness and the [Si fragrance](https://www.trendhunter.com/trends/dior-addict-1). The ad "encourages viewers to associate the bottle with life, freedom, lightheartedness, love, togetherness and themselves." ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 8% | Activity: 46% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Celebrity-embraced Fragrance Ads:** Disruptive innovation opportunity: Leveraging celebrity endorsements to create emotional connections with the target audience. - **Embracing Imperfections in Advertisements:** Disruptive innovation opportunity: Challenging traditional beauty norms by showcasing authenticity and embracing imperfections. - **Promoting Self-satisfaction in Fragrance Ads:** Disruptive innovation opportunity: Highlighting the importance of self-care and personal enjoyment in fragrance advertising. ### Who This Affects Most - **Fragrance:** Disruptive innovation opportunity: Introducing new scents that align with the message of embracing life's simple pleasures. - **Fashion:** Disruptive innovation opportunity: Collaborating with fragrance brands to create stylish and comfortable footwear that complements the experiences portrayed in the ad. - **Advertising:** Disruptive innovation opportunity: Developing creative strategies that focus on creating emotional connections between the audience and the product through relatable experiences. ## Related on Trend Hunter - [Luxurious Perfume Campaigns](https://www.trendhunter.com/trends/art-of-perfuming.md) - [Celeb-Supported Fragrance Campaigns](https://www.trendhunter.com/trends/radical-essence.md) - [Bold Fragrance Campaign Films](https://www.trendhunter.com/trends/the-scent-elixir.md) - [Fashion Brand Christmas Ads](https://www.trendhunter.com/trends/chanel-winter-tale.md) - [Celebrity Fragrance Campaigns](https://www.trendhunter.com/trends/dior-addict-1.md) - [Employee Fragrance Campaigns](https://www.trendhunter.com/trends/lidl-fragrance-campaign.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md)