Trbusiness. The travel retail Trbusiness. The magazine for global retail and duty free professionals.Giorgio Armani embarks on new olfactory journey with My Way fragrance
By Luke Barras-hill |
My Way will reach APAC travel retail in 2021.
Giorgio Armani has started ‘a new captivating chapter’ in its fragrance universe with the introduction of My Way, L’Oréal Travel Retail has announced.
Captivating an ethos of ‘I am what I live’, the scent espouses ‘a new vision of femininity that is both profound and free-spirited’.
It also reflects the brand’s long-standing commitment to sustainability, with a refillable and recyclable flacon, as well as being carbon neutral.
Ingredients are favoured that are responsibly sourced through local programmes based on fair trade principles in collaboration with local NGOs.
Fronted by actress Adria Arjona, the fragrance is already available in travel retail Europe, Middle East, Africa, India and is being staged at major airports including Doha, Dubai, Paris, Oslo, Brussels, Frankfurt, Munich and Copenhagen.
It is due to roll out to travel retail Americas by the end of 2020 and Asia Pacific next year.
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