This August, the LVMH (Moet Hennessy Louis Vuitton) is planning to launch a new product under its brand Givenchy - men’s version of the Very Irresistible Givenchy women’s fragrance, introduced in 2003.

This is the first time when Givenchy's men's and women's fragrances will bear the same name: "Here, we've made it more literal. The name lends itself directly to a men's and women's execution,"  Alain Lorenzo, Parfums Givenchy's president and chief executive officer, told wwd.com. The flacons of both fragrances have the same triangular form, yet different coloring: men's version, designed by artistic director of Parfums Givenchy Pablo Reinoso, is dark green while women's one is pink.

According to Alain Lorenzo, Liv Tyler will now represent both men's and women's fragrances as the advertisement is based on the women's idea of irresistible men. The print ad is shot by Peter Lindbergh and features Liv and Boris Beynet on a crowded street. Aside from single- and double-page spreads, the company is also planning to issue a 15-second television commercial and cinema spot.

As the price for the Very Irresistible Givenchy starts from 43 euros, it is speculated that new product will bring the company about $70 million of income in its first year.