Welcome back, today is Friday, August seventh, and we begin with Cosmetics Business reporting Giorgio Armani's first new men's fragrance pillar in twenty years. Cosmetics Business reports that Giorgio Armani has brought on British actor Jonathan Bailey as Global Fragrance Ambassador, fronting a new men's scent called I Will. That account puts it as the L'Oreal-licensed brand's first new men's fragrance pillar in two decades, which makes this a franchise build rather than a flanker, with a face attached to the pillar from day one. WWD Beauty frames it the same way, the first masculine launch for the franchise in more than twenty years. Per that reporting, I Will is an oriental woody composition, created by DSM-Firmenich perfumers Nathalie Lorson and Alberto Morillas over four years and two thousand eight hundred trials. It opens on bergamot and cardamom, moves through lavender and violet leaf, and settles on Madagascan vanilla with leather and wood. It is priced at one hundred and twenty pounds for one hundred millilitres, launching in the United Kingdom from the ninth of September. The same account has filmmaker Todd Field directing the campaign, and notes Bailey already had a relationship with the fashion arm, having fronted an Emporio Armani eyewear campaign in autumn twenty twenty-four. Armani said Bailey was chosen because he brings, in the brand's words, a distinctive balance of charisma, discipline and authenticity. Industry reaction is not uniform. Some in the trade push back on the celebrity-ambassador playbook itself, arguing that a durable luxury franchise is carried by the composition rather than the face, while others read the first-person, forward-tense name as the more telling signal in a category built on noun-as-object naming. Now, a few more headlines moving the trade today. Cosmetics Business reports Dior is extending Sauvage with Sauvage Extrait, a woody addition backboned by oud that the brand says carries record concentration levels. WWD Beauty reports MAC Cosmetics has teamed with the family and estate of Jean-Michel Basquiat on a limited-edition collection drawn from the late artist's creative signatures. Global Cosmetics News reports Nykaa's revenue and profitability rose in the quarter on its beauty business, alongside a majority stake in premium skincare brand Aminu Wellness. And finally, the same outlet reports Nykaa has appointed former Swiggy Instamart operating chief Ankit Jain to lead its quick commerce business, Nykaa Now.