Middle East
Blue Friday: Armani Beauty Gives A New Meaning To Black Friday
Armani beauty mobilizes Giorgio Armani’s Acqua for Life initiative
This year, Armani beauty mobilizes Giorgio Armani’s Acqua for Life initiative to bring a new purpose and meaning to Black Friday, transforming it into Blue Friday.
This Blue Friday, Armani beauty donates 30% of each purchase to its Acqua for Life initiative created in 2010 and focused on delivering access to drinking water in water scarce regions around the globe. As of today, Acqua for Life has invested a total of over 9 million euros in water projects and helped over 217,000 people worldwide.
Reinventing Black Friday as Blue Friday
Giving back through the Acqua for Life initiative, Armani beauty offers the consumer a unique opportunity to make a difference with a purchase that matters. This Blue Friday and for five days Armani beauty donates 30% of all purchases made on the Armani beauty website to the Acqua for Life initiative.
Armani beauty reinvents Black Friday as Blue Friday. Blue, as this is the color of water, prized as the most essential natural resource, and to echo Acqua for Life, emblematic of Giorgio Armani’s worldwide water initiative.
Blue Friday's concrete impact
The additional funds raised as part of the Blue Friday event will amplify Acqua for Life’s existing positive impact on the health and livelihood of communities around the world. Thanks to a minimum guaranteed funding, Armani beauty will, through Acqua for Life, support an 18-month intervention into rural healthcare facilities in Eastern Uganda, in the districts of Tororo and Busia.
In partnership with WaterAid, one of the three main Acqua for Life’s partners, this project will contribute to the improved quality of health care in Eastern Uganda by implementing increased access to water, sanitation, and hygiene services in the 8 health care facilities.
These facilities will serve women and children who seek health care services, ultimately reaching more than 45,000 pregnant and breastfeeding women, and children under the age of five.
Acqua For Life: An Enduring Commitment
The Acqua for Life initiative began in 2010, the same year that the United Nations recognized the right to water and sanitation as a human right.
Acqua for Life, which enters its second decade, was born from a philosophy as simple as it is fundamental: that water is one of the most important elements to life, as it both creates life and empowers lives. Yet 1 in 10 people globally do not have access to clean water close to their home.
The Acqua for Life initiative focuses on delivering universal access to drinking water and sanitation in water-scarce regions. Its principal values encompass two key areas:
- Undertaking activities that include the installation of water points, latrines, rainwater collection, water filtering, and water purification systems.
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Taking a sustainable approach to projects, including education for the community in WASH (water, sanitation and hygiene) behavior and empowering communities to sustain Acqua for Life projects in the long term.
As of today, Acqua for Life has invested over 9 million euros in water projects worldwide, funding 413 water supply systems that have helped over 217,000 people in 15 countries, across three continents, gain access to safe water1.
1: Donations include Green Cross International, Unicef USA, WaterAid and Water.org figures for the Acqua for Life program between 2010 and 2020. Beneficiaries include Green Cross International, Unicef USA, WaterAid and Water.org figures between 2011 and 2020.
Discover Giorgio Armani's Acqua For Life Initiative