Armani noted, "I am approaching the launch of this website with the same attention to detail and the same commitment as when I open a new boutique. This, however, is our virtual store and it has been designed to take advantage of all the benefits that the Internet now offers in terms of communication and commerce."
One of the new features offers shoppers more than the traditional swatch of color on a palette background. With lipsticks, for example, once a shade is selected, consumers can see the color applied to the lips of a model on the web page in real-time. Consumers can click through the colors to find the shade that is just right for them.
Another unique feature of the site is the Advisor section. Here, consumers can click through step-by-step instructions that show how each Giorgio Armani Face Design is created. With one quick click, the customer can add the entire grouping of products to create this look to his or her shopping bag.