Shopping for a new beauty product is always a tactile experience, something that the people behind Giorgio Armani Beauty swear by. At the first Giorgio Armani Beauty store in Singapore, which officially opened on 7 August, the blurred lines between beauty and fashion become literal.
Located in Tangs Plaza, the scarlet-walled store is branded as a wardrobe for your face. Pleats of different cloths are placed above every foundation and lipstick formula the brand has. These materials correspond to the coverage and texture of the products in the Giorgio Armani Beauty collection. The use of fabric swatches in this manner also pays homage to an incident from the brand’s lore. It is told that Armani himself famously pulled out a sheet of silk at the conceptual meeting for his very first foundation, and told his cosmetic scientists that he wanted the liquid to glide on the skin the way the feathery fabric would on the body.
All the cult items from the brand are dressed up as accessories for your vanity too. Its Luminous Silk Foundation, the original hit from Giorgio Armani Beauty, and its predecessor, the Power Fabric Foundation, are both vialed in frosted glass and a glossy black cap, solidifying the label’s understated elegance.
For those with a fondness for the convenience of cushion foundations, there is the My Armani To Go Iconic Cushion. Housed in a chic red-and-black compact with the Giorgio Armani logo on the lid, this is a product that screams its presence when you retrieve it from your purse. The water-based formula also backs up the product’s distinctive facade, delivering weightless full-coverage and an instant glow when applied.
Lipsticks are another of Giorgio Armani Beauty’s focal points. Every single one of its lip products, in formulas ranging from ultra-matte to a stain, are parked at the Tangs Plaza boutique. A crowd favourite to drop in your basket is the Lip Maestro in #404, a true matte red that is universally flattering.
Beyond cosmetics, the store also carries the full perfume collection from the brand and a slim skincare range. In the latter is the Crema Nera Extrema, a nighttime treatment moisturiser fortified with the Pantelleria plant, which grows in the desert and can be revived from near-death with just a drop of water. The cream goes on the skin like velvet, resuscitating dry complexions in a heartbeat.