Armani gets made up
Armani Beauty opened its first dedicated pop-up in West Hollywood earlier this month, celebrating its unveiling with a roster of celebrities, including Dakota Fanning and Katherine Schwarzenegger, and a handful of product exclusives.
The all-red, 2,000square-foot Armani Box is so far the only place in the U.S. to have the brand’s new Power Fabric High Coverage Stretchable Concealer and the Foundation Balm, which will roll out nationally in March. Also, there’s a vending machine on hand that delivers takehome samples as well as other technology such as mirrors that show the shopper what a particular lip color will look like on the person.
Tim Quinn, Giorgio Armani Beauty celebrity makeup artist, said the Melrose Place location is “an iconic spot for someone to discover” and that although the offering was “soup to nuts, skin care through fragrance,” the pop-up has a focused and curated feel.
“The brand is known for foundation,” said Quinn, adding that he often recommends his clients have three different foundations — one each for weekends, evenings and workdays.
“Most of our clients like to have a wardrobe of lip colors,” Quinn said. “Although, everybody needs a good red and a nude — and you can pretty much get away with anything.”
In addition to an array of products at the pop-up, which is open through March 24, are exclusives such as $38 lipsticks and $64 foundations. Armani Beauty pop-up, 8473 Melrose Place, West Hollywood, giorgioarmanibeauty-usa.com