L’Oréal USA—Giorgio Armani Fragrances
Partner since: 2010
Total Donated: $1,800,000+
For the fifth consecutive year, Giorgio Armani Fragrances returned as the National Sponsor of the UNICEF Tap Project in 2014 with its “Acqua for Life” campaign. This “water for life” campaign began in 2010 with Giorgio Armani Fragrances’ iconic cologne, Acqua di Giò for Men, to raise awareness and funds to help UNICEF improve access to safe, clean water for children worldwide. In 2014, the campaign continued with Acqua di Giò for men as well as Acqua di Gioia for women.
During the month of March, fans of these fragrances were invited to join the company in supporting UNICEF through the Acqua for Life campaign. Giorgio Armani Fragrances donated $5 (enough to provide a child with clean, safe drinking water for 200 days) to the U.S. Fund for UNICEF for each spray cologne or gift set purchased in the U.S. through authorized distributors from March 1-31. In addition, this year, the UNICEF Tap Project featured a new mobile web app to help generate awareness and funds to provide children with access to clean water. The mobile experience challenged people to reflect on what it means to be without water by giving up access to something far less vital—their cell phone. For every ten minutes participants didn’t touch their phone in the month of March, Giorgio Armani Fragrances donated the funding equivalent of one day of water for a child in need, up to $75,000. Giorgio Armani Parfums committed to a minimum guaranteed donation of $500,000 from all Acqua for Life promotions during this period.