Acqua di Gio by Armani was released in 1996 and, even today, a bottle is sold every five seconds in the world!
However, in almost thirty years, everything has changed.
The year of its launch, Dolly, the cloned sheep, shows up, Boris Yeltsin is re-elected, François Mitterrand disappears and the Internet will see its number of subscribers explode.
In fashion, after the yuppie decade, fascinated by external signs of success, there is the great wave of minimalism and, already, a certain ecological awareness.
In the perfume aisles have been sweeping for several years, marine trails, L'Eau d'Issey by Issey Miyake and Kenzo Homme, up to the global tidal wave Acqua di Gio, fresh and salty like the taste of the sea on the skin.
Also read Cyril Chapuy (L’Oréal Luxe): “In perfume more than elsewhere, you have to surprise”
A more nuanced masculinity
It is said that its success lies in its perfect “marketing mix”, trade jargon which designates the coherence between the consumer's desires, the message conveyed by the advertising, the name, the bottle, and of course the perfume itself.
This one…
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