This fall, Giorgio Armani unveiled MY WAY, a fragrance – created by perfumer Carlos Benaim – that encapsulates a new vision of femininity that is both profound and free-spirited, designed with a commitment to sustainability. I was curious what was behind this marketing concept.
Building an eco-conception mind-set and a continuous reduction of environmental impact, the launch of the new fragrance marked the beginning of a new commitment for Giorgio Armani: fighting against climate change and the erosion of biodiversity.
«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. I believe that enriching experiences, capable of creating real progress, come to be through exchanges between cultures.» – Giorgio Armani
Top Notes: Bergamot, Egyptian orange blossom
Heart Notes: Tuberose, Indian jasmine
Base notes: Virginia cedarwood, Madagascan vanilla, White musk
The ingredients of the feminine fragrance are consciously sourced through local programs based on fair trade principles, in collaboration with local NGOs.
The flacon is refillable and recyclable. The blue and gold cap is a metaphor of the world, a talisman that encapsulates all encounters that matter. Each format of MY WAY – 30, 50 or 90 ml – is designed to be unscrewed and refilled at home with the same 150ml refill bottle, which is sold in a cellophane-free box.
MY WAY is an invitation to broaden your horizons and open up to new encounters, while keeping the spirit of curiosity that is so important. Actress Adria Arjona is the face of the campaign and genuinely embodies this philosophy, with her free-spirited, open personality.
Personally speaking, I truly like the new MY WAY fragrance and its philosophy. It’s a modern floral scent. Its notes are very well balanced and long-lasting.
Photos: Courtesy of Giorgio Armani and © David Biedert Photography
DISCLOSURE: This post is not sponsored. I only received the scent as a sample.
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