MY WAY by Giorgio Armani, between femininity and responsibility
When a product encapsulates the values of a brand and a Group
Giorgio Armani has unveiled MY WAY, a new perfume that underlines both the brand’s vision of femininity and its lasting commitment to the environment.
An open invitation to follow your own path
Giorgio Armani open a new chapter of the MY WAY story with MY WAY PARFUM. At the heart of the MY WAY philosophy is “I am what I live”. It captures a new vision of femininity, that is both profound and free-spirited. An invitation to explore new horizons and carve your own path.
American actress and producer Sydney Sweeney is the new face for MY WAY. Immersed in the new campaign film, the viewer shares Sydney Sweeney's unique perspective on the world. Through her eyes, the viewer is captivated by these experiences and the emotions that emanate from them.
A floral woody powdery fragrance, MY WAY PARFUM is characterized by its contrast between the bright, solar tuberose note and the majestic blue iris pallida. Among its composition are refined ingredients, including those that are sustainably sourced, crafted using the most advanced, meticulous extraction techniques.
An eco-designed perfume, from packaging design to product launch
Reflecting Giorgio Armani’s long-standing commitment to sustainability, MY WAY PARFUM, like all the MY WAY fragrances, is eco-conceived. MY WAY PARFUM’s bottle is refillable and designed to last. In the fragrance’s composition, Giorgio Armani favors using natural origin ingredients that are responsibly sourced through local programs based on fair trade principles, in collaboration with local NGOs
Encouraging sustainable sourcing
Armani Beauty has designed MY WAY with a clear focus on using responsibly-sourced natural ingredients, guaranteeing their sustainability through a series of programs that support underprivileged and economically fragile communities.
Produced in Madagascar, the vanilla used in the formulation of the new perfume is provided exclusively for Armani Beauty, thereby offering a guarantee of continuous quality control.
At the same time, a program being run in collaboration with local NGO Fanamby to promote social cohesion is giving priority to suppliers that hire employees from socially vulnerable communities. As a result, people who often find themselves excluded from the world of work can be given a job with a stable income. Farmers are also encouraged to diversify their revenue sources by growing other crops in parallel, such as coffee or rice, to enhance their ways of earning a livelihood. By encouraging such diversity, the program is also helping to promote entrepreneurship at the local level.
Meanwhile, the biodiversity of the region is being protected by a separate reforestation project that aims to restore 650 hectares of mangrove forest by the end of 2020, a project should benefit at least 30% of the smaller, local farmers. In addition, the fragrance is formulated from plant-based alcohol produced from French beetroot that is grown in environmentally-friendly conditions.
"More than ever, I’m convinced that we should all be focusing on the vital importance of environmental issues. We cannot ignore the fact that the future for generations to come will depend on the choices that we make today."
Giorgio Armani
A bottle that’s designed to last
- 55%
of glass
- 64%
of plastic
- 75%
of metal
- 32%
of cardboard tbc
The glass in both the bottle and its refill are recyclable, as are all the elements of the vaporizer, which can be recycled separately.
With its recyclable flacon and its use of recycled materials, MY WAY supports the move to a more circular economy and gives consumers the chance to make an informed choice in favor of the environment.
Aside from the product itself, Armani Beauty aims to reduce its environmental impact by firmly establishing sustainability in the design of the materials used at its points of sale and by its distributors. This includes the use of paper and cardboard that are certified as being sourced from sustainable forests (FSC/PEFC), along with the use of recycled materials and the reduction of energy consumption.
Making improvements by measuring impacts
Working in partnership with Quantis, a consultancy specializing in the life cycle analysis of goods and services, Armani Beauty has developed a methodology and a tool for measuring the carbon footprint of all the sales and marketing activities of the MY WAY product lifecycle. This includes the post-sale impact when the product is with the consumer.
Analysis is also carried out by the Sustainable Product Optimization Tool (SPOT) developed in 2013 to measure social and environmental impacts. Based on 14 key sustainability criteria, it covers the entire process from production to the end of the life cycle, including the purchase of raw materials and the product’s use by the consumer.
Together, these tools can monitor and assess the fragrance’s residual carbon footprint and identify the main areas where action could be taken to reduce the emissions of future creations. Such areas would cover packaging, ingredients, manufacturing and transportation, along with the creation of advertising campaigns, the design of stores and display materials for points of sale, gift boxes that accompany a purchase, and the training of beauty consultants.
Thanks to the programs launched in 2020 to preserve forests and their biodiversity, Armani Beauty has offset the 7,000 tons of residual carbon emissions created by MY WAY in its first year, and has committed to doing so in the years ahead.