Ten years ago, Giorgio Armani changed the face of make-up creating Luminous Silk foundation, a lightweight, silky fluid that brings a natural glow. Since then, weightless textures that you can blend and layer indefinitely to enhance your radiance became the signature Armani Glow.
The expectations of women have always been at the heart of Giorgio Armani Beauty Research. The quest for transparency and coverage in a foundation seemed up until now practically unsolvable.
In 2012, after eight years of research, Giorgio Armani Cosmetics introduces a new face make-up category.
Maestro – The Revolutionary Complexion Perfector
An unforgettable and unique texture created by patented Fusion Technology.
An ultra-fine oil-pigment suspension that perfects the complexion.
This high slip fluid spreads evenly over skin for a blendable, faultless complexion worthy of a professional make-up artist every time. Maestro instantly ignites skin’s natural luminosity. No make-up feel guaranteed.
“It’s not a foundation, it’s a complexion perfector. A whole new generation of make-up that feels incredible, looks invisible and makes skin appear luminous every time. Anyone can wear it!!!”.
(Linda Cantello, International Make-up Artist for Giorgio Armani Cosmetics)
Breaking the rules of formulation
The creation of a blendable ultra-thin oil-pigment suspension
Traditional foundations are usually emulsions with water in oil containing fillers; those fillers can produce a visible masking effect. Maestro was created with four out-of-the box principles, delivering a result never seen before:
– A water- and powder-free base
– Totally non-comodogenic
– 5 time-released oils evaporating gradually
– Smart pigment technology
– An easy, fast, fresh and flawless application with an unforgettable sensory feel
The Fusion makeup technology delivers the thinnest color film that blends perfectly and corrects skin imperfections without buildup.
5 oils, an exceptional selection – the perfect alchemy
Oils are necessary for pigments to spread on the skin surface.
Giorgio Armani Cosmetics evaluated the different oils on the criteria of density, volatility, nutrition and blending.
Five volatile, semi-volatile and non-volatile oils have been selected one-by-one to create a precious clear mixture totally miscible presenting a time release action:
Evaporating at different rates it provides an optimal combination of application slip and non-greasy feel, but with a moisture and comfort sensation all day long.
The volatile “dry-oil” awakens skin with an immediate feeling of freshness, a cushiony oil provides a featherlight, glide-on textural sensation and a perfectly even distribution of the complexion perfecting pigments film.
The non-volatile complex, including extracts of the lotus oil, which has anti-free radical properties and hydrating agents, remains on skin surface.
A new face make-up category
Characteristics of a traditional foundation:
– Emulsion – 20% water in 80% oil. Foundation allows for a unified spreading of the fluid in order to avoid spots of color.
– Highly pigmented: 15% pigments. Pigments are contained in powdery phase that can create a mask effect.
– High surface tension: hard to spread, not even on the skin surface.
Composition of a traditional skin perfector (e.g. BB creams):
– 20% oils in 80 % of water. Skin perfector allows a rapid penetration of formula and a fresh feeling.
– Low rate of pigments: 4%. Barely corrects skin tone.
– Skin perfectors are like primers. They are used in order to smooth the skin surface.
Maestro, a new face make-up category:
Maestro is not a foundation, and more than a skin perfector, because it concentrates both their benefits:
– Waterfree oils: 60% time-release translucent, non greasy oils for a fresh feel, a non-greasy finish and a pure color.
– 11% pigments for skin tone perfection. No powder so no mask effect.
– Low surface tension: for the fastest, easiest application.
- Skin surface perfection due to soft particles selected to provide the thinnest correcting film and an extraordinary sensory feel.
- Contains lotus oil, known for its anti-free radical properties.
Observation on an electronic microscope
Fine lines and blemishes blur away in a bare-faced luminosity.
Tested and approved by women
Blends into skin on application: 100%*
Easy to wear, you forget that you are wearing make-up: 100%*
Easy to apply, gives rapid and perfect make-up result every time: 98%*
It’s a pleasure to use this make up product: 95%*
Natural make-up result without make up feel: 95% *
* Tested during one week by 60 women aged 20-50, with all skin types except extreme ones.
An elliptical shaped bottle and luxurious, black lacquered dropper delivers the fusion make-up drop by drop for custom-controlled make-up application. The liquid, ultra-fine texture immediately blends into the skin on application. Easy to apply, easy to build, easy to wear. Maestro gives rapid and perfect make-up results every time.
Smart pigment technology with faultproof color result
Just a few shades to fit all skin tones
The Maestro complexion perfector is adapted to all skin tones around the world. The smart pigments are so fine that they fuse with the natural skin color. They are so fine and pure, that the rays of light will not be absorbed on the skin but there is a reflexion of the light, a perfect 360 degrees radiance. It might seem paradoxical that only a few shades are enough to cover the full range of skin tones but it becomes possible with the transparency of Maestro formula.
12 shades are available in USA and 9 in the rest of the world.
A new face make-up category as light as water, but waterless and perfectly homogeneous for no make-up feel and a moisture sensation.
Q&A with Patricia Pineau
Communication Director of L’Oréal Research
What was the inspiration for the Giorgio Armani Laboratories researchers when they created Maestro?
The expectations of women are contradictory when it comes to face make-up. They want a light, velvety, silky film but also coverage, to hide imperfections: transparency and coverage.
Researchers developed a formula that is easy to apply, extremely thin with a perfectly unified distribution when applied, and that covers imperfections.
How were the researchers able to satisfy these expectations that seem paradoxical?
With an exceptional formula, that replaces water, usually contained in the formulas, by a specific harmony of oils.
5 oils that were selected out of thousands according to different degrees of volatility (volatile, semi-volatile and non volatile) compose the Maestro formula. With the volatility of these oils, we have lost the mass-effect, which feels like nothing has been applied on the skin. The dry oils also bring a nice sensation of freshness.
Extracts of lotus oil were also integrated in this formula because they have anti-free radical properties and contain hydrating agents.
How can this formula be so thin but covering?
Maestro is relatively fluid. Just a few drops on the skin, delivered by its dropper, allow that very thin film, truly pleasant to apply.
The oils give a perfect finish and ensure a homogeneous distribution of all the pigments.
What type of skins is Maestro for?
This new face make-up category is perfectly adapted to all skin types. The oils contained in the formula don’t leave any greasy film on the skin, therefore this product is even adapted to oily skins.
It fits all the skin colors in the world. 9 shades (12 in the U.S.) are enough to cover the full range of skin tones, thanks to the transparency of the film.
Q&A avec Linda Cantello
International Make-up Artist for Giorgio Armani Cosmetics
How is Maestro different from other foundations?
It’s not a foundation! Lots of people have asked me what makes it so special and different, it’s actually completely revolutionary, a new face make-up category: a complexion perfector, in the most amazing sense of the word.
As a professional make-up artist, why Maestro became a key product in your beauty case?
It is so easy to apply, just a few drops and you have a matte and luminous finish.
Maestro matches every look and every need! From the most nude or classical make-up to the most sophisticated or daring ones.
Every woman can now have a professional make-up-artist finish all day long just with a few drops.
No make-up can look good without a good canvas.
How does it feel?
It is very sensual, it just feels incredible and fresh but as the same time, it is featherlight, just as pleasant to apply as a skincare cream.
I think women would love to apply it.
When I used it on the model in the backstage of the Maestro campaign, she said it was magical and I thought she was truly right!
How does Maestro complete the Giorgio Armani face make-up range?
Giorgio Armani’s foundations and more than ever with Maestro, are like his clothes, you notice the woman and her great skin. Giorgio Armani has envisioned his foundations like his fabrics, the best quality, the highest cutting edge technology, true color – all come together to flatter and enhance rather than disguise.
What is your advice to get the right shade?
The formula is so thin and the distribution of pigments so homogeneous that is actually very easy to match any skin tones.
Only a few shades will fit all the skin tones in the world.
The Giorgio Armani’s teams in the point of sales will help to find the exact shade for you.
Giorgio Armani’s Maestro Fusion Makeup will be available in September 2012 at www.GiorgioArmaniBeauty-USA.com.