The businesswoman, model, partner of Cristiano Ronaldo and star of the reality show namesake, Georgina Rodríguez, surprised yesterday with her appearance as the protagonist and main ambassador of the Saudi perfume firm Laverne. Under the pretext of praising the virtues of the specific fragrance that she promotes, Blue Laverne, Rodríguez appears in an ad answering various questions about her experience living in Saudi Arabia, now that her partner plays soccer there. The first quality that she highlights about the country is that she feels enormously safe in it, to then underline: “I adore her family values.”
To understand the astonishment of these statements, some context of the culture to which they refer is necessary: from birth and throughout their lives, women in Saudi Arabia remain under the supervision of a male family member, usually their fathers. or husbands. They need your permission and consent for things as simple as starting certain studies, living alone, getting married, accessing certain medical treatments, or even getting out of jail. Defying these prohibitions or disobeying your “guardian” can be grounds for sanctions. In addition to continuing to have significant difficulties going into public spaces alone, Saudi women are not free to dress as they want. Most women have to wear an ‘abaya’ in public. This clothing consists of a long black tunic reaching to the ankles and a veil to cover the head and hair that reveals only part of the face. The country’s religious police, the “mutawa”, monitors that women dress “appropriately” in public places, penalizing those who do not do so in different ways.
It is well known that expatriates in the countries of the Persian Gulf with buoyant economic positions, as is the case with Georgina, do not experience excessive problems when it comes to putting on the outfits they want in the enclosures limited for them. Georgina and her family are temporarily residing in the Kingdom Tower, one of the tallest buildings in the Saudi capital, Riyadh. The residence belongs to the Four Seasons hotel and has two floors and 17 rooms in which no detail is missing. It is a temporary residence, since his intention is to settle in a mansion near the Al Nassr soccer field.
In the announcement of the fragrance, the protagonist of the Netflix reality show also says that she is especially excited to participate in Ramadan for the first time in her hometown while praising the beauty of the desert: “I was very happy to be able to connect with heaven and earth and their magic.
The incorporation of Georgina to Laverne’s commercial strategy seems like another attempt of the several that this firm has recently made to get closer to the western public. Just a few weeks ago they presented their new official logo, an Arabian leopard that is clearly reminiscent of the Cartier panther.
According to the data displayed in an interview for the portal specialized in perfumes Fragantica, Blue Laverne is one of the best-selling perfumes in the country. The founder and CEO of the brand, Khalid Al Mufadhal, said that almost 270,000 bottles have been sold in the last six months, always taking into account that there is no way to compare said data. It is striking that it is a relatively cheap perfume: the 100 ml bottle. It can be purchased on the official website for 185 Saudi riyals, which is 45 euros.
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