L’Oréal Group-owned beauty and fragrance house Armani Beauty, Giorgio Armani’s beauty and fragrance division, has revealed a new fragrance pillar called ‘My Way.’
The scent is only the second-ever fragrance under the Giorgio Armani label, following the launch of Sì Passione in 2013.
My Way was initially released through Giorgio Armani’s ecommerce platform on 10 August. It is now available in Europe, Middle East and India travel retail, with plans to roll out in Americas travel retail by the end of 2020 and Asia Pacific travel retail in early 2021.
The new fragrance is being staged in major airports in Doha, Dubai, Paris, Oslo, Brussels, Frankfurt, Munich and Copenhagen.
The new feminine fragrance features Calabrian bergamot, orange blossom and jasmine top notes; Indian tuberose and sustainably-sourced Madagascan vanilla heart notes; with cedarwood and white musk notes as its base. It was created by IFF Perfumers Carlos Benaïm and Bruno Jovanovic.
The vanilla used in My Way is produced as part of an ethical sourcing programme in partnership with Madagascar-based NGO Fanamby, which aims to provide reliable work for socially-vulnerable people.
The new feminine fragrance comes in an elegant pink and blue bottle made with recycled materials. The deep blue bottle cap was inspired by a talisman and is wrapped with a gold band and textured fabric ribbon. The flaçon also offers an innovative clean refill system that foregoes the use of a funnel and promotes circular economy consumption practices.
According to the company, the 50ml My Way bottle and 150 ml refill bottle use 32% less cardboard, 55% less glass, 64% less plastic and 75% less metal than their traditional spray bottle counterparts.
American/Puerto Rican Actress Adria Arjona has been tapped as the face of My Way. She is best known for her roles in films such as ‘6 Underground’ and ‘Pacific Rim: Uprising.’
The documentary-style campaign film was directed by creative duo Hunter & Gatti and follows Adria Arjona’s journey of self-discovery around the world. The striking visual images were shot by renowned fashion photographers Cristian Borillo and Martin Cespedes.
https://youtu.be/6sNZtZzqeVA
The launch of My Way is part of Giorgio Armani’s new five-year sustainability roadmap which aims to reduce its carbon footprint by an additional 25% and reach carbon neutrality by 2025.
This programme translates into two key goals for Armani Beauty which are reducing the environmental and social impact of its products and sourcing only natural ingredients which preserve biodiversity.
Giorgio Armani further drives its sustainability commitments by supporting Acqua for Life, an organisation that aims to provide universal access to drinking water in water-deprived communities around the world.
