Pinabel says that Armani Beauty has signed on as the official beauty partner for the British Academy Film Awards (BAFTAs) that will take place on February 22.
“We have a longstanding history with cinema, starting with American Gigolo,” he says, in which star Richard Gere wore Armani suits. “There’s a strong link between Mr. Armani and cinema. We’re also partners of numerous film festivals, from the Venice International Film Festival and the Berlin Film Festival, to the San Sebastián International Film Festival and Mostra de València in Spain, and there’s more to come in the future,” he says.
Armani Beauty is going one step further and bringing the Luminous Silk Foundation to life through a takeover of The Grove in the epicenter of Hollywood from January 16 to 18. The brand has collaborated with La La Land Kind Café on custom Luminous Silk lattes, masterclasses from celebrity makeup artists such as Gonzalez and Nam Vo, and for guests to shade match the foundation and walk away with a gifted bottle of the product, which hits stores on January 19.
Showing up in the real world is still important to the brand, says Pinabel, especially for a foundation launch, which requires shade matching. “We’re always trying to find a good balance between online and offline,” he says. “Beauty offline is very important.”
The foundation launched with an online soft release in December; Pinabel says early sales have been strong. He adds that the foundation sells well universally, but the US, the UK and Spanish markets perform “exceptionally”.
The demographic for the Luminous Silk Foundation is also changing as the brand looks to win over millennials and Gen Zs by hosting in-person activations that drive engagement, such as its In the Spotlight franchise, taking guests behind the scenes of Armani beauty, from film sets to photoshoots. Traditionally, the foundation has been a favorite among Gen X consumers, many of whom have been there since launch. Armani Beauty’s stable of global ambassadors reflects its broad demographic, from 56-year-old Cate Blanchett to 30-year-old Kendall Jenner.
Pinabel is optimistic about the future of Armani Beauty. L’Oréal Group’s licence with the Italian brand was renewed in 2018 extending to 2025. There’s more in store for relaunches and new product development. “I think it’s going to be the year of Armani with one big surprise coming,” he says.
The relaunch of the Luminous Silk Foundation has set up the playbook for Armani Beauty’s future in relaunching existing products. Pinabel credits “taking time and patience” as key pillars during the process.