What does sustainability mean to you? Organic ingredients? Refillable or recyclable packaging? The term ‘planet friendly’ can encompass a whole host of meanings – and the new, deliciously rich and opulent MY WAY Intense scent by Giorgio Armani covers practically every eco credential.
It’s created for women blazing a trail, finding their way in the world, embracing new experiences, cementing meaningful connections, and forging their own paths in business, sustainability and beyond – all sentiments and aspirations the fragrance stands to represent.
MY WAY eau de parfum – a fresh, contemporary floral perfume – came first, and MY WAY Intense offers an update. It exudes rich, mesmerising aromas, including a duo of tuberose absolutes, jasmine, Italian bergamot and Egyptian orange blossom and a sensual woody base of sandalwood and vanilla. The difference tells a story: while MY WAY personifies women enjoying and experiencing everything there is in life through a lighter, fresher scent, MY WAY Intense is formed of deeper, complex notes, to reflect women cementing their values and beliefs.
So what about the sustainability creds? The goal is clear: to avoid, reduce and offset MY WAY’s carbon emissions from start to finish. Armani Beauty doesn’t just acknowledge the effect each product has on the environment once created (and ultimately, thrown away), it also considers how the production process could harm the environment.
Take the sustainably sourced ingredients. They’re blended together with plant-based alcohol distilled from French beets (gold star), while the vanilla – present in both MY WAY and MY WAY Intense – is sourced from an NGO in Madagascar, which provides work and income for those in the community (we applaud).
Then there’s the refillable bottle. It’s designed to hold 150ml of fragrance, with a top that fits into the top of the original 50ml spray bottle, to decant more of the eau de parfum without any overspill and reduce the number of small bottles needed. Less production demand for bottles = lower carbon emissions. What’s more, both the spray and refill bottles are made from recycled glass, plastic and metal (with metal and glass components separated to help reduce recycling hassle), while the outer box is made of recycled card, and vegetable-based ink for the lettering. Take. A. Bow.
One of the most meritable aspects of Armani Beauty’s sustainability approach is that it is transparent about the inevitable impact of some of the production elements. It knows that no matter how much it does to reduce carbon emissions, there will always be some – but it does what it can to counteract this. For example, to negate the impact of extracting the exclusive aromas in MY WAY (orange blossom, tuberose heart absolutes, jasmine grandiflorum and sandalwood), Armani Beauty supports four reforestation projects that work to preserve a huge 14,000 hectares of forest – a critical step in tackling climate change.
All that considered, wearing MY WAY Intense isn’t just about smelling like a queen, it’s about aligning with these sustainability values and the connections and experiences that can make a change for the better. Here we meet Lottie Winter, Eshita Kabra and Alice Aedy – three women who have carved their own personal eco-conscious path and are forging their way out front in the beauty business.
These women are all examples of the message behind MY WAY Intense – they’ve discovered what sustainability means to them, and now they’re doing their bit to take some pressure off the planet in a way that resonates with their own unique values. Investing in a sustainable perfume could be your first easy and significant step in the same direction.
MY WAY Intense eau de parfum is available now, priced at £60 for 30ml EDP; £84 for 50ml EDP, £112 for 90ml EDP ;and £130 for the 150ml refillable bottle.
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