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Acqua di Gio by Giorgio Armani: Italy’s Most Successful Fragrance?

Acqua di Gio by Giorgio Armani is no doubt the superhero of fragrances, DSCENE Beauty Fragrance editors investigate the success of this timeless scent:

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Acqua di Gio Fragrance campaign by ©Bruce Weber with Simon Nessman

Acqua di Gio by Giorgio Armani changed the business for Mr Armani and his Milan based company, in fact it catapulted the designer into a leading name in the fragrance business catapulting the growth of the Armani Beauty business. This iconic scent is till this day one of the most popular masculine scents. Today DSCENE Beauty’s Fragrance editor is investigating the history of Acqua di Gio, its undying popularity, the people who are responsible for its success, the creative genius responsible for its formulation, and the famous photographers who have caught the essence of the product in the legendary campaign photo shoots.

Here’s Acqua di Gio fragrance story investigated by DSCENE Beauty team:

First About The Man Himself – Mr Armani

Giorgio Armani, one of the most well-known fashion designers in the world, got his start in the business from a less-than-impressive position. Armani entered the workforce in 1957 as a window dresser and sales clerk at La Rinascente, a famed department store still located in Milan. Giorgio is one of the few who got his break at later age. He worked his way up through the ranks to become a prominent style figure in Milano. He was born on July 11, 1934 in Piacenza, Italy. Initially, he intended to pursue a degree in medicine; nevertheless, he quickly discovered that fashion was his true calling.

Armani saw his first major success in the fashion industry in 1975 when he and his business partner Sergio Galeotti established Giorgio Armani S.p.A., the company that to this day is under his name. Their objective was to develop cutting-edge designs that were also highly elegant and emanated a classic elegance that was complemented by flawless tailoring. Armani immediately distinguished himself from other designers of the day thanks to his clean lines, minimalist look, and impeccable focus on fabric quality. To this day, Armani is synonym for quality.

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Acqua di Gio campaign with Jason Morgan – photo courtesy of ©Armani

The Beginning Of The Fragrance Business & L’Oreal Deal

Giorgio Armani, the brand, introduced the world to the Acqua di Gio cologne for men back in 1996. The idea behind its development was to conjure the spirit of a sun-kissed coastline while attempting to capture the essence of the Mediterranean. Acqua di Gio was propelled to the forefront of the fragrance business due to the fresh and aquatic quality of the scent. Mixed with the hyped and already established name of Armani as a brand, this combination of perfect summer scent struck a chord with a large international audience. Today Armani Beauty, is a business venture with one of the most powerful beauty companies, the L’Oreal Group working together on perfumes, cosmetics, and skincare products

The creative imagination of the world’s most brilliant perfumers is used to interpret the best ingredients from throughout the world, resulting in fragrances that reflect uncompromising elegance. Alongside ARMANI CODE, the legendary ACQUA DI GI celebrates the unique connection that exists between man and nature. These two fragrances work together to deconstruct the obsolete ideals of masculinity while elevating the virtues of expression and real connection. MY WAY defines a new image of femininity that is both profound and free-spirited, and it underscores Giorgio Armani’s long-standing commitment to sustainability. Alongside the now-iconic SÌ, MY WAY also reflects Giorgio Armani’s dedication to the environment. The ARMANI/PRIVÉ haute couture perfumes are an invitation to indulge in sumptuous olfactory adventures thanks to the extraordinary craftsmanship of the fragrances.

The haute skincare collection exemplifies the intersection of forward-thinking scientific research with exquisitely luxurious feel in its products.

The dynamic Reviscentalis component, which is included in each and every item in the CREMA NERA collection, serves as the collection’s defining characteristic.

Makeup is the result of painstaking research and development, and it is lauded by makeup artists all over the world for its cutting-edge hues and ground-breaking formulae. The Armani glow is a point of reference that produces a complexion that is immaculate while still seeming natural. Whether it be through the widely acclaimed LUMINOUS SILK FOUNDATION or the light-feeling, yet long-wearing POWER FABRIC FOUNDATION, the company offers a “wardrobe for the face” to fit every mood and need. LUMINOUS SILK FOUNDATION is a foundation that is made of highly refined silk. The illuminating, incredibly matte finish of the award-winning formulation of LIP MAESTRO, which was born backstage, is complemented with a velvety, soft feel. Armani red, shade 400, is the most famous and iconic of the forty vibrant colours that are included in the collection. LIP POWER is a freshly released lipstick by Giorgio Armani that features a long-wearing formula, bright color, and does not sacrifice comfort.

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Simon Nessman fo Aqua Di Gio

The Many Faces of Acqua di Gio

Giorgio Armani perfumes are now a go to campaign for celebrities as well as male top models who desire to be the faces of the fragrance by the Italian fashion house. Acqua di Gio has been represented in mesmerizing advertising campaigns by a number of well-known actors and models.

However, while their other fragrance choose celebrities as ambassadors, for Acqua di Gio mister Armani and his team are focused on male top models. The models Simon Nessman and Jason Morgan are the two famed male models who have been linked with Acqua di Gio. Both of these men contributed their charm and elegance to the brand during their time working with Acqua di Gio. Due to his long standing contract with Armani as the face of Acqua di Gio, Nessman is one of the highest paid male models in the industry of the past decade.

Part of the Acqua di Gio legacy are also the timeless campaigns. With images captured by Bruce Weber, to Mario Testino and Matthew Brookes.

Acqua di Gio From The Lab of Master Perfumer Alberto Morillas

Alberto Morillas, the fragrance’s master perfumer, is responsible for the intoxicating blend that is Acqua di Gio. Morillas, a well-known nose in the fragrance industry, worked with Giorgio Armani to distil the spirit of the Mediterranean region into a beguiling fragrance. The two men collaborated to achieve this goal. While Morillas has many hit fragrances under his belt, none compares to the mesmerizing and long-lasting success of Acqua di Gio.

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Jason Morgan as the face of the fragrance – photo ©Matthew Brookes

The distinctive aroma of Acqua di Gio was created by Morillas through the careful blending of notes like sea salt, Calabrian bergamot, neroli, jasmine, patchouli, and cedar. Its status as a lasting classic can be attributed to the fragrance’s ability to strike a healthy equilibrium between freshness, sensuality, and masculinity.

Finally, the story of this fragrance is to this day inspiring multiple fragrance makers and brands. However, this unparallel success, is one of a kind. Since its introduction in 1996, Acqua di Gio by Giorgio Armani has established itself as the signature fashion brand fragrance to go to.

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