J Balvin has joined Armani Beauty as the U.S. ambassador for I Will, the house’s new men’s eau de parfum. His appointment places the Colombian artist within the fragrance’s American rollout, while actor Jonathan Bailey continues as the global ambassador for the launch.
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I Will introduces a new men’s fragrance pillar within Armani Beauty’s portfolio. Created by perfumers Alberto Morillas and Nathalie Lorson, the eau de parfum took four years and more than 2,800 trials to develop. Armani Beauty places the fragrance within an earthy and woody family, with bergamot, vanilla and Woodleather identified as its key notes.
The composition opens with Calabrian bergamot, aromatic lavender accords and violet leaf, giving the first stage a fresh and aromatic character. The fragrance then moves toward a warmer base built around Madagascar vanilla absolute, smoky Woodleather notes and patchouli sourced from Indonesia and Guatemala.
Armani Beauty positions I Will as a long-lasting fragrance with strong projection. According to consumer testing involving 69 men, the eau de parfum delivers a scent trail lasting up to 24 hours. The brand presents it as a fragrance designed to retain presence throughout the day while maintaining a warm woody profile.
The bottle follows a rectangular form with rounded edges and a black gradient across the upper section. The amber-colored fragrance remains visible through the transparent base, while a brushed-metal cap completes the design.
Jonathan Bailey fronts the global campaign for I Will in a film directed by Todd Field, while J Balvin takes on the U.S. ambassador role. The two appointments give Armani Beauty separate faces for the fragrance’s international and American positioning.
Born José Álvaro Osorio Balvin in Medellín, Colombia, J Balvin built an international career through reggaeton, with projects including Oasis with Bad Bunny, Jose, Rayo and Mixteip. In May 2026, he released Omerta, a collaborative album with Ryan Castro.
