Armani Eau d’Arômes: a fragrance of two halves

armaniJust to prove that I don’t hate all of today’s mass market mens fragrances, here’s a brand new one I don’t mind at all. Giorgio Armani‘s new Eau d’Arômes is a summery concoction of citrus notes of mandarin and bergamot and spicy ones of ginger, cardamon and chilli pepper, rounded out with vetiver, patchouli and an ambergris accord. There’s a slightly bitter edge to it and a distinctly soapy one, too, but it’s a good fragrance for summer if you want something that’s fresh enough for day but sexy enough for evening too. Not necessarily groundbreaking but certainly very wearable.

 

 

Armani’s new fragrance for men is a nocturnal delight

ARMANIpgWith the vogue for night fragrances continuing it’s no surprise to see Armani entering the fray with Eau de Nuit, a fragrance whose brief is to capture the essence of “the fleeting beauty when daytime turns to darkness”. What this means in reality, of course is a scent characterised by being rich, dark, a bit spicy and generally more suited to nighttime (if that’s how you like to categorise your fragrances).

Smoky, powdery and a little leathery it has notes of bergamot, nutmeg, iris (the source of the powderiness), amber and the ubiquitous tonka bean. It also has pink pepper – a note few of this year’s men’s fragrances can be created without it would seem.

The result is a scent that’s actually deliciously warm and creamy on the skin and one that has more than a hint of pencil shavings (in a good way – I like the smell of pencil shavings). I’m not entirely sure whether it’ll last you all night (I was a bit disappointed by its staying power) but of all the “night” fragrances that have landed on my desk so far it’s definitely one of the best.

 

Armani Eau de Nuit For Men is available exclusively from Harrods, priced £49 for 50ml eau de toilette, before going nationwide on March 11th.

Armani’s Acqua di Gio shows its social responsibility. Or does it?

The latest buzz in the beauty and grooming world appears to be about Armani’s new Acqua For Life campaign. Indeed, many of my colleagues can barely contain their excitement for an initiative that aims to provide a minimum of 40 million litres of drinking water to those without.

The campaign is simple. In a nutshell, the company will  donate 100 litres of drinking water to people who otherwise wouldn’t have any clean safe water, for every purchase of Acqua di Gio or Acqua di Gioia – two fragrances ‘inherently in harmony with this theme’. What’s more, you can double your contribution by joining a special Facebook page and entering a code from your purchase.

What could be simpler? Or more rewarding? You get a little luxury, people who consider fresh water a little luxury get something and Armani reinvigorate their brand, shift a few extra units, get lots of pats on the back for ‘social responsibility’ and a Facebook page with tens of thousands of followers spreading the word – the word being ‘Acqua di Gio’.

Before you have a pop at me for being a cynical old misery guts I should point out two things: 1. I think it’s a really good cause and b. I actually love the brand and in particular Acqua di Gio, which is a true classic when it comes to men’s fragrance). It’s just that I’m left thinking the company could have made things even simpler by just announcing they were donating a whole load of water as a thank you to their loyal customers.

In fairness, Hugo Boss did exactly the same kind of campaign last year with limited edition fragrances (co-incidentally of old classics that needed a bit of a ‘push’) that enabled you to plant trees and I was fairly ambivalent about that too. I mean, what next? Will Thierry Mugler be offering free prayers for the needy with limited edition ‘winged’ bottles of Angel?  Yes, I’m offering a counter-view. Yes, I’m being cynical and yes, I know initiatives like this are  better than doing nothing but sometimes I like to say it as I see it rather than how I’m expected to see it. Know what I mean?

The limited edition Acqua for Life fragrance is available exclusively in Harrods from May but if you want to contribute without buying you can I believe (see below for instructions).

Here is how you can collect water without purchase:
If you have a Facebook account, go to http://apps.facebook.com/acquaforlifebyarmani You will land on the welcome page of the application. You then have the choice to log in with a code or without a code.
If you do not have the fragrance, you can chose to join someone else’s community. Just search by country of origin (on the tab on the left-hand side called “all statistics” and then chose you country from the drop down menu at the top.
When you join a community, it adds 10 litres of water to this community (and then to the general amount collected!). Then, every time you share a video or an image, or like a post, it collects more litres of water.

Anyone interested in providing fresh drinking water and sanitation for developing countries can also donate via organisations like Wateraid and The Water Project.


Armani unveils Ronaldo campaign

Having exploited the torsos of some of the world’s best looking sportsmen over the years (including our very own Becks) Giorgio Armani have just unveiled this image of footballer Cristiano Ronaldo for their new jeans campaign. Given his penchant for sunbathing it’s probably just as well it’s in black and white or he’d be the Oompa Loompa of advertising. It’s actually a fab pic, spolit only by the appearance of a rather overworked eyebrow – the like of which I’ve not seen since Joan Crawford graced the screen in Mildred Pierce.

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