A tall glass of water may not sound like anything special, but in some parts of the world, it’s a luxury. Giorgio Armani is taking steps to change that, though, with its new Acqua for Life campaign. As part of a worldwide charitable initiative, the Italian beauty and fashion house is teaming up with Green Cross International to provide 40 million litres of drinking water to areas without access. Every purchase of the fresh, ever-popular fragrances Acqua di Gio and Acqua di Gioia will generate a donation of 100 litres of drinking water per year (through the drilling of wells and construction of rainwater collection systems). Plus, shoppers can head to Facebook to boost their donation by 100 litres for creating an online community and by one litre for every commented posted or “liked” (visit facebook.com/acquaforlife). In Canada, the goal is to contribute 700,000 litres towards the overall sum. For more information, visit acquaforlifechallenge.org.