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Feb. 4, 2026
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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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  1. Luxury Unfiltered: Why halo strategies from legacy brands need attention
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  4. The rising risk of ‘superfakes’ and strategies to protect luxury brands
  5. Perigold, Olivia Palermo announce design partnership
  6. EBay presents shoppable Super Bowl weekend activations
  7. Top luxury campaigns of 2025: Luxury Daily
  8. Luxury haircare market to reach $31.5B in revenue by 2027: report
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  10. Saint Laurent pulls fine art into Parisian flagship
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Bulgari Hotel Roma introduces treasure hunt experience
EBay presents shoppable Super Bowl weekend activations
Perigold, Olivia Palermo announce design partnership