On 10 April (tomorrow!), we’ll be saying hello to MY WAY, the newest fragrance launch by powerhouse Giorgio Armani. Designed with a commitment on sustainability (more on that later), this floral fragrance makes a strong statement.
MY WAY reflects on how life’s journeys shape our characters – how each of us is shaped by the people and moments we encounter along the way. Capturing a spirit of curiosity, the MY WAY ethos, “I am what I live,” speaks to an openness to new experiences and connections with others. And in the isolated times of lockdown and Covid-19, our connections are more important than ever.
A sparkling floral fragrance, MY WAY is made from consciously-sourced ingredients. The fragrance opens with notes of bergamot from Calabria and orange blossom from Egypt (which is extracted from hand-picked bitter orange fruits using an entirely natural enfleurage extraction process). The bright floral heart of the fragrance comprises Indian tuberose flower and jasmine, while cedarwood, vanilla and musks form the vibrant base. The vanilla is sourced through a sustainable and responsible program designed to support local communities in Madagascar.
The introduction of 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 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 forest, 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.
The beautiful American actress Adria Arjona is the face of this fragrance. “Adria Arjona is a traveler, 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, who thanks to her authentic experiences and encounters can truly say: I am what I live.” – Giorgio Armani.
MY WAY will be available at select Edgars, Woolworths, Foschini and Woolworths stores from 10 April 2021.
RRSP: R1240-00 for 30ml, R1700-00 for 50ml, R2320-00 for 90ml and R3080-00 for 150ml.
Our take on the fragrance:
The beautiful bottle (I mean come on, who wouldn’t want that standing on their dressing table?!) and stunning ad campaign aside, MY WAY is a gorgeous scent. It’s elegant, it’s classic and it’s memorable. The vibrant flowers and warm base notes come together beautifully to bring you something that is truly unique and ultra feminine. The longevity is fantastic – you won’t need to reapply during the day, which is always a great bonus. It might be somewhat early in the year to make this claim, but I think this might be THE fragrance launch of 2021.
– Anien, Editor
