Armani beauty has launched a YouTube interview series built around personal stories of choices and challenges, bringing four public figures into a brand project that concludes with an episode about its host.
The company says The Power of WILL pairs each guest’s portrait with a conversation about defining moments and conviction. It presents the project as a personal approach to fragrance storytelling, with ambition and individuality among its themes. Artist and digital storyteller Devon Rodriguez hosts the series, which features actor Jonathan Bailey, J Balvin, Carlos Sainz and Simon Squibb.
Cosmetics Business reported that the project promotes I WILL, Armani beauty’s men’s fragrance, and that all four guests are ambassadors for it. Armani beauty’s website lists I WILL as a men’s Eau de Parfum and identifies Bailey as its Global Fragrance Ambassador.
Bailey said in the company’s release, “They don't see the real failures.”
Armani beauty has scheduled the final episode for Sunday, Oct. 25. The company says the installment will profile Rodriguez, including his early sketches of strangers riding New York City subway trains and his later recognition as an artist and digital storyteller.
