The Tamesis
Pinabel said Armani Beauty has signed on as the official beauty partner of the British Academy Film Awards (BAFTA), which will be held on February 22.
“We have a long history with film, starting with american gigolo“, he said, in which the film’s star, Richard Gere, wears an Armani suit. “There is a strong connection between Mr. Armani and cinema. We are also a partner of numerous film festivals, from the Venice International Film Festival and the Berlin Film Festival, to the San Sebastian International Film Festival and the Valencia Film Festival in Spain, with many more to come,” he said.
Armani Beauty takes it a step further and brings Luminous Silk Foundation to life by acquiring The Grove in the heart of Hollywood from January 16th to 18th. The brand has partnered with La La Land Kind Café to create custom Luminous Silk lattes and host masterclasses with celebrity makeup artists like Gonzalez and Nam Vo, where guests can match their foundation to their skin tone and receive a bottle of the product, which will be available on January 19.
Pinabel says a real-world presence remains important for brands, especially for foundation launches, which require shade matching. “We’re always trying to find a good balance between online and offline,” he said. “Offline beauty is very important.”
The foundation launched an online soft version in December; Pinabel said early sales have been strong. He added that the foundation was selling well globally, but that the US, UK and Spanish markets were performing “abnormally”.
Luminous Silk Foundation’s audience is also changing, as the brand looks to win over Millennials and Gen Z by hosting in-person events that drive engagement, such as its “In the Spotlight” series, which takes guests behind the scenes of Armani Beauty, from film shoots to photo shoots. The foundation has traditionally been a favorite among Generation X consumers, many of whom have been there since its launch. Armani Beauty’s global ambassador lineup reflects its broad audience, from Cate Blanchett, 56, to Kendall Jenner, 30.
Pinabel is optimistic about the future of Armani Beauty. L’Oréal Group’s license with the Italian brand was renewed in 2018 until 2025. There are many more plans awaiting relaunches and new product developments. “I think the Armani year will bring a big surprise,” he said.
The relaunch of Luminous Silk Foundation sets the stage for future relaunches of existing products by Armani Beauty. Pinabel believes “taking time and being patient” are key pillars of the process.
