Sydney Sweeney Joins Armani Beauty As Face of 'My Way' Sustainable Fragrance AOC Eye

‘The White Lotus and ‘Euphoria’ actor Sydney Sweeney, who also played in ‘The Handmaid’s Tale’, is the new face of the ‘My Way’ fragrance collection from Armani Beauty.

‘My Way’ is a great name for the fragrance, which made its first debut in 2020 and has evolved into a larger platform. ‘My Way Intense’ made its debut in 2021 and ‘My Way Floral’ in 2022.

The story of Armani Beauty’s ‘My Way’ journey to market is deeply rooted in the sustainability values of the younger generation, many of their boomer grandparents and conscientious consumers of every age.

Photographer Dario Catellani [IG] photographs the campaign. The Italian visionary is known for his deep attachment to nature — beautifully expressed in the Etro FW 2020/21 ‘We Are All One’ Campaign.

Reading more information about Armani Beauty on the L’Oreal website — L’Oreal holds the beauty license — claims and certifications about sustainability are monitored and validated by the Sustainable Product Optimization Tool (SPOT) developed in 2013 to measure social and environmental impacts.

Based on 14 key sustainability criteria, it covers the entire process from production to the end of the life cycle, including the purchase of raw materials and the product’s use by the consumer.

Whenever Anne of Carversville writes in-depth about a brand, we always check its stated-to-consumers positions and goals on sustainability, weaving them into our narratives. The Armani Beauty ‘My Way’ pages share that information.

We are a small band of humans trying our best to convey to readers our observations about brands and their values — particularly around sustainability. The ‘My Way’ article is an in-depth one, but we’ve excerpted the highlights here. See the link to the main article at top of post.

There’s not one sustainability expert on AOC’s team, but Anne has had major responsibility in product design and development and understands these challenges from both the consumers’ and manufacturers’ perspectives. We do our best. ~ AOC