The holiday season is officially dazzling, thanks to Armani Beauty and its festive spectacle known as Holidayrama.
Step into a cinematic world filled with glowing tones of red, gold, blue, and silver. This is not just another beauty launch; it is a grand celebration of glamour, elegance, and joy. From exquisite make-up looks to coveted fragrances, Armani Beauty’s new collection transforms every beauty ritual into a scene worth remembering. Available across all Armani Beauty stores and the Mid Valley Southkey podium in Johor Bahru until 16 November 2025, Holidayrama is an invitation to experience beauty through light, texture, and emotion.
A Cinematic Celebration of Beauty and Joy
Think of Holidayrama as Armani Beauty’s version of a festive film, complete with glimmering light and luxurious colour. The campaign features global ambassadors Greta Ferro and Madisin Rian, who embody the timeless glamour that defines the brand. The entire atmosphere glows in electrifying tones that blend elegance with energy. Each product and look captures the magic of the holidays, from the first swipe of lipstick to the final spritz of perfume.
It feels immersive, luxurious, and undeniably cinematic. The energy of Milan’s red-carpet sophistication meets the modern charm of a sparkling December night.
Advent Calendar Dreams and Holiday Icons
At the heart of Holidayrama lies the Armani Beauty Advent Calendar, a limited-edition masterpiece made for beauty lovers who live for a daily dose of surprise. Each drawer hides a mini treasure, from the signature SÌ and Acqua di Giò fragrances to iconic make-up favourites like Lip Magnet and Eye Tint. Every day feels like unwrapping a moment of glamour, perfectly designed for those who find joy in the smallest luxuries.
The Holiday Sets continue the celebration with curated selections of Armani’s best-loved creations. Expect radiant skin, perfectly tinted lips, and the kind of luminous glow that defines effortless sophistication. Wrapped in striking metallic tones, these sets are more than gifts; they are collectable expressions of style. Whether you lean towards minimal beauty or full festive drama, Armani Beauty’s holiday editions are crafted to suit every kind of indulgence.
A Personal Touch, The Armani Way
Beyond its glamour, Armani Beauty is known for its attention to craftsmanship. This season, the brand introduces personalised gifting that transforms each purchase into something deeply meaningful. Shoppers can enjoy engraving and handcrafted bottle decorations that make every gift unforgettable. Whether it is a bottle of SÌ Eau de Parfum engraved with your initials or a custom Acqua di Giò for someone special, the gesture feels both luxurious and heartfelt. It is this detail that makes Armani Beauty stand apart; every product is a story waiting to be told.
The Holidayrama Make-up Universe
Beyond the Advent Calendar and gift sets, Holidayrama also brings a series of curated make-up looks designed to capture the festive spotlight. Each one embodies a mood — sparkling, dazzling, magnetic, and hypnotic — all created with Armani’s signature Luminous Silk range.
Then there’s the Dazzling Look — luminous skin, subtle shimmer on the eyes, and the iconic Lip Maestro Magnet 06 for an ultra-matte red that speaks confidence.
For drama lovers, the Magnetic Look turns up the intensity with silver Eye Tint 1S and Lip Power Satin 410 glossed with Prisma Glass 6 — the ultimate red-carpet energy.
The Sparkling Look layers Luminous Silk Primer, Foundation, and Concealer to create that radiant “lit from within” complexion. Pair it with the Eye Tint trio in shades 1S, 32S, and 67S, and complete it with the timeless Lip Power Satin 400.
Finally, the Hypnotic Look embraces bold red tones — Eye Tint 44S, 67S, and 56S with Lip Maestro Magnet 561 — a masterpiece of red-on-red harmony.
Each look feels intentional, wearable, and cinematic — made for women who love to shine under every kind of light, whether it’s candlelit dinners or Christmas party spotlights.
Editor’s Note: A Celebration Worth Unwrapping
This year, skip the predictable and reach for something cinematic. Armani Beauty’s Holidayrama isn’t just a collection; it’s a moodboard of joy, wrapped in gleaming tones and perfumed with nostalgia. Whether you’re indulging in the Advent Calendar or gifting a Holiday Set, every unboxing is a scene in your own holiday film.
And in true Armani style, it’s always about more than beauty. It’s about emotion, confidence, and a little glamour that lasts long after the lights go out.
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