Givenchy was founded in 1952 by designer Hubert de Givenchy. Known first for his haute couture work, Givenchy founded Les Parfums Givenchy in 1957. In 1958, Hubert de Givenchy asked his friend Audrey Hepburn to be the face of his parfume, L'Interdit, which only she was allowed to wear for a full year. He created a revolution in using, for the first time, a movie star on an advertising campaign. Monsieur Givenchy and l'Eau de Vetiver were launched in 1957 and 1959, respectively, followed in 1970 by the launch of the female fragrance Givenchy III with the slogan "Who knows why one is reminded of a particular woman and not another one? Givenchy III gives memories to men."The success of Parfums Givenchy led to the construction of a factory in Beauvais.