Giorgio Armani has unveiled a new fragrance for women.
The scent named “My Way” is a bright white flowers fragrance that unfolds a new chapter of femininity, designed with a commitment to sustainability.
The name communicates a clear message that represents the woman it’s designed for. My Way reflects how life’s journey create one’s character, shaped by people and moments encountered along the way. The scent captures a spirit of curiosity and connection.
My Way marks a turning point in Giorgio Armani’s continuous plan dedicated to reducing its environmental impact and combatting 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.” Giorgio Armani
From the use of recycled and recyclable materials and sustainably sourced ingredients allowing a 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, the fragrance 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.
American actress Adria Arjona who shares a unique affinity with the My Way philosophy has been chosen to represent the fragrance. With her personality and life story characterised by an openness to new experiences and connections with others she perfectly represents the scent’s ethos.
Beyond her role for My Way, she is also joining the brand as the face for make-up and she will star in Morbius, the much-anticipated Marvel film set for release in 2021.
MY WAY will first be available 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.