http://fashion-kid.net/armani-beauty-logo.html
Giorgio Armani Beauty, home of the natural face and sultry smoky eyes. In this post I will be venturing out and further researching the 5 P's of Armani Beauty and what they basically stand for- Product, Packaging, Presentation, Promotion and Price-Point. I touched down on a few of these in my first blog post but here, I will go into more detail in order to really understand what sort of vibe Armani represent, and how I can replicate this myself for my project and final images. A bit of background information on the brand is always necessary, so we'll start with that as I haven't really touched down on it yet. Giorgio Armani Beauty is a designer beauty brand that is owned by Loreal, and is essentially a cosmetic range that reflects the designer fashion label, Giorgio Armani. From researching online and seeing how Loreal writes about this brand, I can understand that it is a 'Luxe' brand that should be interpreted with a slice of high fashion. The word 'Innovative' seems to pop up everywhere I research this brand and from what I understand this means that their beauty range is always creative, original and advanced in regards to formulation. The Loreal website definitely promotes skin and lips as their specialised products, and simplicity with outstanding formula seems to be a reoccurring theme with what the designer brand is trying to get across to their market. Talking of markets, it's always tricky to try and capture what market a beauty brand is targeted at, in regards to Armani Beauty it could quite literally be anymore- A well-off lady of leisure to just a single stay at home mum whom loves makeup. It could even be just a young girl or boy who blogs or works in the beauty and fashion industry. What I'm trying to say is that the target audience for this brand could be anyone from a youngster to a more mature lady but the brand image and packaging all comes to together to represent a more luxurious vibe- almost like designer makeup for your everyday woman.
Product
Although the Giorgio Armani Beauty website doesn't much detail on the brand itself, it is however useful for understanding trends, application of products and general knowledge of what products do what. If you venture out into the Armani Beauty website and hover over makeup, you will find that under the 'FACE' menu, there is a page called 'Spring Glow'. This feature itself shows that Armani Beauty promotes that on-trend, catwalk fashion idea and then gives the audience products from their own line that can used to re-create this trend for themselves, in the comfort of their own home. My day-time look for this project will very likely be influenced by that Spring glow trend and in order to re-create this on a student budget will require me understanding the formulation and general product information. So, from my research if for my day-time photo shoot I want to replicate dewy and glowing skin I will look at products from their line such as their Luminous Silk Foundation and see what product information there is in order to find something that will create a similar finish.
http://thehonestbeautyblog.com/holy-grail-foundation-giorgio-armani-luminous-silk-foundation/
For example, this formulation and particular product is a favourite of mine and retails at £34.50. The product itself is described as "Silky, lightweight fluid foundation for seamless application". this immediately tells us, as an audience that the product is a light-medium coverage, leaving the skin silky smooth in feel but luminous and glowy in finish. The shade range, as I have found for many of the Armani Beauty products is very broad and ranges from light to dark complexion shades, this opens up the target audience of the product because it suits all skin types and the shade range varies by half, for example I am a 5.5- simply because a 6 is too dark and yellow, and a 5 is slightly to pink for my skin- do you see the diversity? Despite this being said, Giorgio Armani Beauty do not give information on what products suit what skin-types and this can often cause a lot of confusion, is this product for all skin types or for combination? Of course from using this foundation and researching I know it's a very complex formulation so it works well on both oily and dry skin but for people who just want to buy it, how will they know, does it need setting powder? You get my drift right? If we venture out into some colour, we come across the very daring and vibrant lipstick range from Armani Beauty. With having your bog standard fab lipsticks accompanied by brilliant campaigns (from my last post) we can also see that Armani Beauty as well as being on-trend are also very hands on with what is trending outside of the catwalk, for example matte lip lacquers have been all the craze this year just gone so therefore Armani have come out with their own luxurious rendition of the product- Lip Maestro. A wand of wonder that comes in 12 shades for a pricey £27, this puts Armani on the ranking for this trend along side the Lime Crime Velvetines whom's whole brand is the complete antithesis of Armani through the packaging, image and overall price-point. Another makeup trend that Armani have caught onto is the whole brow pomade type craze, initially founded by Anastasia Beverley Hills, but Armani have created their own Eye and Brow Maestro that can also be used on the eyes, very versatile and again set at a reasonable but pricey £27.
Packaging
I touched down on this briefly in previous posts but it definitely is something that needs referring to when uncovering the brand. The packaging is very simple but somehow luxurious in the same way. Their signature packaging is high-shine black with their Armani logo in silver and although it is very chanel-esque it promotes that luxurious vibe that can often come with designer beauty products. The Rouge Ecstasy and Lip Maestro range are in fact more daring with their packaging, with bright red, black and that silver logo to add some colour to their product line. So their standard product packaging is black with the silver logo, then their Ecstasy range is the same with a touch of red, but they also have their Eyes To Kill range which ventures away from the standard packaging and incorporates metallic shades of silver and off-gold. Overall the packaging looks expensive and grand which is then translated through their fairly expensive prices but like Chanel, is brand packaging that looks fabulous when being taken out for touch-ups and looks professional in a makeup artist kit.
http://ommorphiabeautybar.com/2012/07/11/giorgio-armani-eyes-to-kill-intense-bronze-2012-color-collection-limited-edition-swatches-review/
http://www.tatler.ru/krasota_i_tolko_15/beauty-gid_34/184812_pomada_rouge_darmani_sheer_giorgio_armani.php
http://www.the6milliondollarstory.com/rouge-black-ecstasy-giorgio-armani-beauty/
Loreal. (n/a). Giorgio Armani . Available: http://www.loreal.com/Brand.aspx?topcode=CorpTopic_Brand_Luxury_Armani. Last accessed 16th Feb 2015.
n/a. (n/a). Giorgio Armani Beauty. Available: http://www.armanibeauty.co.uk/make-up/face/spring-glow.aspx. Last accessed 16th Feb 2015.
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