L'Oreal
PRESS RELEASE WRITING
L'OREAL IS A MULTINATIONAL BEAUTY COMPANY THAT SEEKS TO CREATE BEAUTY THAT MOVES THE WORLD. IT IS A BRAND THAT DRIVES INNOVATIVE TECHNOLOGY, CHAMPIONS THE CAUSE OF WOMEN AND CENTRES SUSTAINABILITY AT THE CORE OF EVERYTHING THAT IT DOES.
L'Oreal wanted a press release that reflected the empowering and feminine character of the new MY WAY fragrance. As a result, the brief specifically stated that they wanted to veer away from the corporate tone of a traditional press release. I played into the idea of the whimsical traveler's soul, using the vernacular of a voyage to highlight the key elements of the MY WAY Hainan pop-up.
GIORGIO ARMANI'S BRAND VOICE
Feminine / Aspirational
GIORGIO ARMANI’S MY WAY LAUNCH IN HAINAN:
THE NEW FEMININE FRAGRANCE ICON
Where a sense of travel encounters sustainability
With the introduction of MY WAY, Giorgio Armani Travel Retail Asia Pacific creates a captivating eco-designed outdoor pop-up at the China Duty Free Group (CDFG) Haitang Bay Mall. Conjuring a fusion of cultures enriched with a white flower scent that is at once bright, modern and feminine, it is a nod to the traveler’s soul in all of us. MY WAY embodies a strong and singular statement of sustainability and femininity that celebrates oneself and the world. From now until May 31st, visitors are invited to open their horizons to the multifaceted and olfactory experiences of MY WAY.
I AM WHAT I LIVE
More than a name, MY WAY reflects how life’s journeys, whether geographical or emotional, shape our character. Through the moments we create and the people that we meet along the way, we create our unique life story. MY WAY perfume reflects the ‘I am what I live’ philosophy.
Echoing this ethos, the MY WAY pop-up encapsulates a spirit of curiosity and connection that reveals the wonders around us. The giant 3m-tall flacon of MY WAY makes an elegant yet powerful statement to dazzle visitors and lead them to embark on a fascinating journey through various inspiring touchpoints.
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SHARE YOUR PERSONALISED HAINAN EXPERIENCE
The world opens up at the heart of Hainan, where modernity and tradition meet. As visitors sift through postcards depicting various cultural experiences from around the world, they are reminded of the power of travel to pave the way into new horizons and engage in unfamiliar rhythms, which forge the life stories that make us unique. This zone gives visitors a chance to mail a personalized postcard with their own polaroid to a loved one and share the captivating character of the island province of Hainan.
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IMMERSE IN A VR BEAUTY-TECH TRAVEL EXPERIENCE
An unprecedented VR travel experience satiates the soul of the wanderlust traveler. Visitors will immerse in a virtual travel journey to experience the world using a VR headset or their smartphone. Guided by actress Adria Ariona, visitors can cast floating lanterns into the water and experience the dazzling lights of the Loi Krathong Festival in Thailand, or partake in the meticulous ritual of a matcha tea ceremony in Tokyo. These new cultural encounters exemplify the power of experiences to shape one’s character, conveying a yearning for all the stories yet to be told.
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EMBARK ON ARMANI’S SUSTAINABILITY JOURNEY
The world that gifts us these experiences is the world that shapes us, and MY WAY pays homage to the environment that makes us who we are. Visitors are presented with videos that unveil the delicate craftsmanship and mindfulness of every detail, where each bottle is conceived with the environment in mind and designed to last.
The MY WAY pop-up is a sure expression of L’Oreal’s sustainability commitments, constructed and eco-designed with 43% of all material from recycled sources and 26% from renewable materials. 87% of all fixtures are reusable, with hollow structures offering a 21% reduction in weight, allowing material to be separable for end-of-life recycling.
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MY WAY, MADE YOURS
The end of the pop-up marks the end of a voyage through cultures and stories, a journey carefully etched into memory. Each perfume bottle captures the lived experiences that inspire MY WAY and expresses the authenticity of every new experience to come. Now, visitors will be able to make MY WAY theirs and take home a MY WAY talisman of their own.
MY WAY demonstrates the innovation that arises when sustainability meets beauty. With this fragrance, Giorgio Armani Beauty pioneers the efforts to put sustainability at the centre of beauty in order to respect the planet’s limits.