Mr Armani is a busy man at the moment not only is he about to launch his new fragrance onto the global marketplace, but, this week will see him showcasing to the worlds leading menswear press, buyers and no doubt a celebrity friend or two, which includes, David Beckham, George Clooney and Leonardo DiCaprio, his signature SS13 mainline collection and his Emporio Armani range aswell. For a man of 77, he certainly doesn’t act like a person of his years traditionally does, essentially, slowing down and starting to put his feet up. He’s constantly on the move, dreaming up creative ways to promote his ever growing fashion empire which includes, Giorgio Armani, Emporio Armani, Armani Prive, Armani Casa, Armani Jeans and Armani Exchange. July sees the launch of Acqua Di Gio Essenza, the latest in a long line of fragrances from the house of Armani.
Giorgio has always loved the Mediterranean, and drew his inspiration from the rock-strewn landscape of Pantelleria, Italy, to create Acqua di Giò in 1996. A fresh, sensual blend that has become a classic men’s fragrance. Acqua di Gio Essenza is an evolution from its original scent, a more intense interpretation. The top note is different: in Acqua di Giò, the famous Calone, that once immersed us in the salt water of the sea, has given way to a new ingredient, used here for the very first time, Cascalone. It courses through the entire formula and gives it an extraordinary, persistent freshness. A freshness, sustained by accents of Cologne, Sicilian bergamot essence and delicious grapefruit zest.
Hedione, a founding product of contemporary perfumery created around 1960, is replaced by one of its descendents, still new to the perfumer’s palette, aptly named Paradisone. Like its ancestor, it has the ability to brighten everything around it without overshadowing any other ingredient. Almost every one of the original elements is present but totally revised. Patchouli becoming a “heart of patchouli”, the cedar is Atlas cedar. Vetiver from Haiti rather then the expected Mediterranean notes. Resulting in a sensual and tantalizing lure of the skin.