By Ashley Kowalewski The Aerin cosmetics brand, which launched last…
By Ashley Kowalewski
The notion of water can be described in many ways: calming, cleansing, purifying and hydrating, but more than anything, life-giving and life-sustaining.
The reality is that 900 million people around the world do not have access to clean water. The most vulnerable: children. Some 4,000 die each day from preventable water-borne diseases. The Giorgio Armani company has pledged to help change this reality with its Acqua For Life campaign, which marries a love of fragrance with a love of humanity.
THE ONGOING CHALLENGE
In this third year of the Acqua For Life challenge, Armani has joined forces with Green Cross International in effort to provide 60 million litres of water to those communities around the world who need it most. He has pledged to donate 100 litres of water for every bottle of Acqua Di Gio and Acqua Di Gioia sold, and 50 litres for every “like” on its Facebook page. Do a FourSquare check-in at a Giorgio Armani retailer, and that will also translate to a 50-litre donation.
Armani’s Acqua Di Gio and Acqua Di Gioia fragrances are perfectly suited to this life-giving initiative. After all, these scents, which launched in 1996 and 2010 respectively, take water as their inspiration. Gio was meant to evoke the water-loving experience of Armani’s holiday home on the Mediterranean island of Pantelleria with notes of citrus, jasmine and salt-spray essences; while Gioia likewise is inspired by the refreshing mix of salt spray and rainwater enjoyed in these Mediterranean destinations. Its watery freshness comes via a mix of citrus, mint and a sparkling water-jasmine-derived note, along with a cedar, brown sugar and labdanum base.
Armani’s Acqua For Life has also recently teamed with Sean Penn’s NGO, the J/P Haiti Relief Organization, which also has a significant water-related program. And in this year’s 2013 Challenge, the Acqua For Life and Green Cross partnership will work to provide rainwater-harvesting systems for communities in Bolivia and Ghana, and with Unicef in the United States.
Now if this isn’t another good enough reason to indulge in a new spritz —and these are classics—we don’t know what is.
Giorgio Armani Acqua for Life Acqua di Gio and Acqua di Gioia, $70 (50 ml) and $75 (50 ml), available at drugstores and department stores
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