This perfume was created by Thierry Wasser of Firmenich and the fragrance is classified as gourmand-floral. The top notes are litchi and raspberry, the middle notes – freesia and lily of the valley, and the base are vetiver, cedar wood, patchouli and vanilla. The Emporio Armani PR team says: ' We're using the rose but in a very gourmand way, like a flower that can be eaten'. The perfume will come in 30ml, 50ml and 100ml bottles.
The face and voice of the perfume is singer and actress Beyonce Knowles, to which this is not the first appearance in ads. Before this, she appeared in Pepsi (with Britney Spears, Pink and Enrique Iglesias in one, and J.Lo and David Beckham in another), L’Oreal, and Tommy Hilfiger's perfumes True Star and True Star Gold ads.
The video and ad are in black and white and Beyonce, together with the bend, sings (and dances, of course) the famous Diamonds are a Girl’s Best Friend, which before her sang Marilyn Monroe in "Gentlemen Prefer Blonds" and Nicole Kidman in musical "Moulin Rouge", in which it was shown as medley with Madonna's Material girl. In the Hilfiger's True Star ad Beyonce was singing the 1970s hit Wishing on a Star of Rose Royce. Emporio Armani Diamonds was launched in 2007.