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Giorgio Armani beauty reaffirms the iconic status of the award-winning Lip Maestro lip color with the launch of Lip Maestro Legendary: a campaign that celebrates the glamour of Lip Maestro and Giorgio Armani beauty’s iconic red, shade 400. Starring in the new campaign is actress Zhong Chuxi, who is from Chinese descent. You might know her from the movie Youth, for this movie she was nominated for best newcomer at the Asian Film Awards.

The philosophy behind Giorgio Armani beauty is to do only what is necessary, no more. This philosophy has resulted in a radical disruption within the beauty category, creating products that push innovation forward. Relooking at what is necessary. Rethinking traditional formulas to create new and iconic looks.

Linda Cantello is backstage at every fashion show to interpret Giorgio Armani’s vision, turning into a make-up look. Backstage at the Spring 2011 haute couture show, Giorgio Armani requested a result that did not yet exist in terms of color effect and finish: a plum lip, as intense and soft-looking as velvet. Blending a translucent velvet gel with a high concentration of plum pigments, Linda Cantello created LIP MAESTRO’s revolutionary result – a lip product that was both saturated with matte color and intensely glowing.

Giorgio Armani beauty laboratories went on to develop the formula for months until the desired luminosity, color intensity, velvet finish and comfort had been achieved.

Lip Maestro is synonymous with an intense velvet finish, as its properties echo the look and feel of this luxurious fabric. The piles on velvet’s surface lend the fabric an incredible richness of depth and color, and allow it to catch and reflect the light, creating a luminous yet saturated effect. Mirroring this visual effect, Lip Maestro’s technology is based on gel spheres and color pigments, that result in a luminous saturated, matte lip color.

And just as velvet is renowned for its sensuous, smooth feel, Lip Maestro’s sensorial formula provides four hours of continuous hydration and comfort.

Taking cue from the iconic glamour of cinema, photographer David Sims vibrantly portrays Cate Blanchett, Zhong Chuxi, Barbara Palvin and Madisin Rian – all wearing Lip Maestro in the eternally seductive shade 400 – in the Lip Maestro Legendary campaign.