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Nearly six months ago, Armani Beauty announced the formation of Gen A, its eight-person squad of Gen Z talent chosen to represent the brand and introduce it to younger audiences. Now, the men in Gen A have their first big task — introducing a new version of the brand's 25-year-old scent Acqua Di Gio to a new generation. Given that other iterations of the scent have been around for a long time, the brand said it knows it needs to break any existing associations so that potential new customers don't think of it as their father's scent, for example.