The latest addition to Armani beauty’s olfactory family is taking a sustainable approach to scent.
My Way, set to launch mid-August, is described as “a bright white flowers fragrance which unfolds a new chapter of femininity, designed with a commitment to sustainability.” The design of the fragrance reflects the Italian luxury beauty brand’s five-year commitment to reducing its carbon footprint by 25%, along with achieving carbon neutrality for all products by 2025.
The sleek flacon is fabricated with recycled and recyclable materials, while the pink-tinted juice is composed of sustainably sourced ingredients. To minimize material waste, Armani Beauty will employ a bottle refill system – further details to be announced.
“I believe that environmental issues should be close to everyone’s heart, now more than ever. There is no way we can ignore the fact that the future of the younger generations depends on our choices,” says Giorgio Armani in a press statement.
To reflect the messaging of the campaign, the Italian luxury fashion house tapped Adria Arjona, who will star in Marvel’s latest flick Morbius, as the face of the new fragrance and the brand’s forthcoming makeup launches. She joins Cate Blanchett, who was Armani Beauty’s first global ambassador and is currently the face of the brand’s Si fragrance.
“Adria Arjona is a traveler, a young woman of today; intelligent, curious, free of prejudice, independent, and capable of treasuring every life experience,” says Armani of the American actor. “She is a citizen of the world, who thanks to her authentic experiences and encounters can truly say: I am what I live.”
The official film campaign for My Way is set to debut on September 6th, following the global launch of the fragrance.
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