Armani Beauty is plunging into the metaverse for the first time, with a game in Fortnite, called “Rewrite the Code.” It is inspired by the brand’s new scent for men, Armani Code Parfum.
“Gaming is a new, very natural world to express the new Armani Code fragrance’s modern masculinity,” said Véronique Gautier, global president of Armani Beauty, at L’Oréal. “Fortnite is a perfect cultural match with our Armani Code [male] audiences — young, urban, modern — and [gives] the opportunity to tap into the Gen Z gamers, who spend three-times more time on Fortnite than on TikTok.
“This is also a way to reshape the rules of engagement with gamers as a core target, enriching the narrative around our new fragrance with a unique and immersive experience,” she continued
Reports / Trainviral /
