Giorgio Armani has announced the upcoming launch of My Way, a bright white flowers fragrance designed with a commitment to sustainability.
“My Way is a strong and singular statement, communicating a resolve to follow one’s own path. More than a name, My Way reflects how life’s journeys, whether they are geographical or emotional, create one’s character, shaped by the people and moments encountered along the way. Capturing a spirit of curiosity and connection, it translates in its ethos ‘I am what I live’.” – Giorgio Armani.
The face of My Way is the American actress Adria Arjona, of Guatemalan and Puerto Rican heritage, who shares a unique affinity with its philosophy, with her personality and life story characterised by an openness to new experiences and connections with others. Beyond her role for My Way, she is also joining the brand as their face for the make-up line. Next, Adria Arjona will star in Morbius, the much-anticipated Marvel film set for release in 2021. The brand describes Adria Arjona as “a traveller, a young woman of today; intelligent, curious, free of prejudice, independent, and capable of treasuring every life experience. She is a citizen of the world.”
Giorgio Armani My Way
The introduction of My Way marks a turning point in Giorgio Armani’s continuous plan dedicated to reducing its environmental impact and combating climate change: “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
From the use of recycled and recyclable materials and sustainably sourced ingredients to its innovative bottle refill system allowing significant reduction of materials waste, My Way encapsulates the brand’s eco-conception efforts. Thanks to the combination of those efforts and the preservation of 650 hectares of Malagasy rainforest, My Way achieves carbon neutrality. As a result of a new, 5-year action plan, Armani beauty also commits to further reducing its carbon footprint by an additional 25% and to achieve carbon neutrality for all its products by 2025.
My Way will launch exclusively on the Armani beauty e-commerce sites on August 10th, globally from August 23rd, and the worldwide reveal of its advertising film campaign will take place on September 6th, 2020.
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