INTERNATIONAL. Giorgio Armani Parfums and Cosmetics (handled by L’Oréal Produits de Luxe International) has launched a new web-site, www.giorgioarmanibeauty.com, underlining the designer’s commitment to embrace both fashion and beauty on-line.
It is the first time that the entire collection of fragrances and cosmetics from the Giorgio Armani group has been made available on the worldwide web.
In addition, e-commerce for the full beauty collection will be available to ship within the US. Previously, Giorgio Armani cosmetics were only available at a limited number of physical retail locations around the country.
The on-line setting is said to capture the same beauty and elegance of a physical retail store. The site offers new design elements and enhanced selection guides, as well as other features unique in the beauty e-commerce arena, according to the company.
Mr Armani commented: “I am approaching the launch of this website with the same attention to detail and the same commitment as when I open a new boutique. This, however, is our virtual store and it has been designed to take advantage of all the benefits that the Internet now offers in terms of communication and commerce.”
One of the new features is the Giorgio Armani Beauty Bar. This allows consumers to see all products on a beauty counter displayed in front of them, as if they were in a physical store. A quick scroll automatically takes the client to the product group of their choice for fast and easy selection.
Customers can also quickly and accurately view and select the individual shades of their favourite products. Giorgio Armani Beauty offers shoppers more than the traditional swatch of colour on a palette background.
With lipsticks, for example, once a shade is selected, consumers can see the colour applied to the lips of a model on the web page in real-time. Consumers can then click through the colours to find the shade that is just right for them.
Another unique feature of www.giorgioarmanibeauty.com is the Advisor section. Here, consumers can click through step-by-step instructions that show how each Giorgio Armani Face Design is created. With one quick click, the customer can then add the entire group of products to create this look into his or her shopping bag.
In addition, customers will have the opportunity to preview story collections and purchase exclusives on the site. The first exclusive will be the Hollywood palette, which will be offered on the web-site after the Golden Globe Awards mid-January. It will not hit physical retail counters until February.
Note: Giorgio Armani Parfums and Cosmetics is a division of L’Oréal USA’s Luxury Products group. Headquartered in New York City, L’Oréal USA has annual sales of over 3.8 billion and 8,000 employees, and is a wholly owned subsidiary of the L’Oréal Group, the world’s leading cosmetics company. L’Oréal markets and distributes over sixteen brands including Giorgio Armani Parfums and Cosmetics.
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