Giorgio Armani cut his teeth in fashion in 1957 as a window dresser and spent many years thereafter in marketing and design for various fashion houses, but it was only in 1975 at the age of 41 that he launched his own haute couture line.
In a short space of time, he earned the reputation of being a true innovator. He is credited with pioneering red-carpet fashion and was the first designer to broadcast live on the Internet, using the Armani Privé Spring/Summer as the debut. He was also the first to ban models with a body mass index under 18. From sports to music, hotels to beauty, the Giorgio Armani brand has expanded exponentially over the years.
Armani Beauty launched in 2000 and is now part of L’Oréal’s luxury portfolio. From the start, Armani Beauty revolutionised cosmetics. The first product – Luminous Silk Perfect Glow Flawless Foundation – was created for backstage use at the Armani shows. As with everything in the Armani stable, fashion is the underlying thread and Luminous Silk Foundation is intended to feel like silk on the skin. Which it does. It’s no wonder it soon became a cult favourite.
While the formulas are cutting edge, the ultimate goal is to reveal one’s beauty and inspire confidence, echoing Giorgio Armani’s vision that the ultimate elegance is to be yourself. “I believe that beauty comes first from within. My creations are made not to disguise or hide an individual’s personality, but to reveal it,” says the designer, who is meticulously involved in product development.
If you are not familiar with Armani Beauty, I suggest (in addition to the must-have Luminous Silk Foundation) that you try out these winners…
The silk effect is also the basis of the Luminous Silk Concealer, a weightless, multi-purpose product that smooths, brightens, reduces puffiness, conceals and gives an airbrushed effect around the eyes. The Armani way is to use this over your concealer on the areas that need it.
Lip Maestro Liquid Lipstick was another product developed to meet backstage needs. Armani wanted a velvet lip on the models, so make-up artist Linda Cantello mixed pure pigments and velvet-feeling transparent gel. In 2012, Lip Maestro – a luminous, intensely matte finish with a soft, velvety feel – launched to the public. Shade 400, a cool-toned dark red is the hero shade.
Nera Supreme Reviving Anti-Aging Cream is inspired by the plants on Pantelleria Island in Italy. It blends ingredients from one of the most potent resurrection plants that can revive with just a few drops of water after years of desiccation. The “double silk” texture literally melts as it touches the skin to instantly nourish and give an amazing luminous effect.
Fluid Sheer Glow Enhancer is a mistake-proof highlighter. It comes in a variety of versatile shades and can be used as a liquid blush or use the darker shades as a bronzer.
Eye Tint Liquid Eyeshadow is a creamy, water-based formula that glides on and then transforms into a long-wearing shadow. It’s infused with pure colour pigments – matte, satin or metallic – to make eyes pop. I love the multipurpose applicator which allows you to apply as a liner of shadow.
Armani Beauty is available at the Emporio Armani Sandton City boutique and selected Edgars outlets.
