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Dec. 25, 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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  1. Luxury Women to Watch 2017
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  4. Kering to acquire jewelry manufacturer Raselli Franco Group
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  6. Bulgari names Chinese actress Liu Yifei as newest global ambassador
  7. Gucci studies connection in spring/summer 2025 campaign
  8. With ‘My Call,’ Rémy Martin finds meaning in new milestones
  9. Dior builds five-story statement flagship in Beijing
  10. Brunello Cucinelli casts holiday spell with ‘Cinema Meraviglia’
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