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Dec. 19, 2025
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Fragrance and personal care

Armani Beauty vies for value-based beauty with ‘Gen A.’ initiative

February 15, 2023

Carrying a combined social following of over 75 million, the heritage brand brings a group of Gen Z celebrities together, forming a co-ed ambassador collective in an apparent attempt to contend with modern makeup lines. Image credit: Armani Beauty Armani's new “Gen A.” ambassador group carries a combined Instagram following of over 75 million. Image credit: Armani Beauty

 

By Amirah Keaton

Italy’s Armani Beauty is embarking on a purpose-driven journey with a celebrity ambassador collective, part of the brand’s new “Gen. A” initiative.

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Happy Holidays!
Off the Cuff: Getting to know luxury’s top-tier talent in 2025

Ennismore picks Bangkok site for first-in-region SLS Residences
Burberry, EssilorLuxottica renew licensing deal
Lamborghini heads to French Alps for women-led driving series