Armani Beauty names J Balvin US fragrance ambassador

Armani Beauty has appointed Colombian artist J Balvin as the fragrance ambassador for the United States to lead the launch of ‘I Will’, a new Eau de Parfum. While British actor Jonathan Bailey serves as the global ambassador, Balvin’s role is specifically designed to strengthen the brand’s connection with the Latino market in the U.S.

The fragrance is noted as one of the final olfactory concepts personally developed by the late designer Giorgio Armani before his passing in September 2025. Created by perfumers Alberto Morillas and Nathalie Lorson, the scent features notes of Calabrian bergamot, lavender, violet leaf, Madagascar vanilla, leather, and patchouli. The product features a sustainable, refillable black and gold bottle.

This partnership follows a period of high activity for Balvin, including his ‘Ciudad Primavera’ tour, the release of the album ‘Omerta’ with Ryan Castro, and his performance at the 2026 World Cup opening ceremony.