At Armani Beauty, it's all about Blue Friday...
Gosh, we have awfully mixed feelings about Black Friday. Especially this year, when small retailers (who we love to champion) have been forced to stay shut this year, while big online retailers are still able to hear their tills ringing deafeningly loudly.
And to be honest, we’re not that comfortable about the consumer craziness that Black Friday seems to induce. Without wanting to sound like a pair of Scrooges, we’re a bit ‘bah-humbug’ about the whole concept, actually. ‘Everyone loves a bargain,’ we hear you say. Well, actually, we’re certainly just as keen (if not more so) to support smaller, or more thoughtful brands, who put people and planet high on their agenda.
But we’re happy to give a little shout-out here to Giorgio Armani, who are doing it a bit differently, transforming Black Friday into ‘Blue Friday’. They’ll be donating 30% of the value of each armanibeauty.co.uk purchase (up to €150,000) to the Acqua for Life initiative, which has been going since 2010 and works to deliver access to drinking water in regions around the world where it’s scarce, in partnership with WaterAid. (To date, they’ve donated over 9 million euros and helped over 217,000 people worldwide.)
‘Blue Friday’ has already kicked off, and runs up to and including 1st December 2020.
We look forward to seeing other big names moving in this kind of direction – and give a little round of applause to Giorgio Armani for doing something more thoughtful, amidst the frenzy.
