Acqua di Gio Profumo | Black is the New Black

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Acqua di Gio Profumo | Black is the New Black

Almost 20 years passed since the release of Acqua di Gio and Acqua di Gio Profumo. The first one was a huge success that placed Giorgio Armani as one of the leading perfume brands all across the world, undoubtedly. It was a fragrance for the young people, always eager to find their signature scent, back in the 90s. It was the time of Nirvana and Metallica. It was also the time of Hugo Boss "Boss Bottled" and Tommy Hilfiger "Tommy Boy". 

Even as they become a huge success, these perfumes must be revisited. People change and tastes change. In this case I think Acqua di Gio's fans grew older and they are not so passionate about this fragrance: they want something that is not vintage but it is not for Millenials or Gen-Z.

Giorgio Armani predicted that this phenomenon would occur and he thought how would the Acqua di Gio boy become a men. First we start by what remains: citric and fresh top notes; they were the kicker of Acqua di Gio so they should remain. Then the duo Patchouli and Rosemary got intact, to trace something sensual to this fragrance. The main differente is that this Profumo has a lot less ingredients but it introduces to some accords that are not usual as, for example, Incense (very Gentleman!).

The question remains for me: is Acqua di Gio a vintage version of Acqua di Gio or is an entirely new formula for the adult men? I think it is the second since it has few aspects of vintage perfumery and it is conceived to be the next fragrance for Acqua di Gio's fans. Profumo is the older version of Acqua di Gio as Black is the new Black!

José Cândido | October 2018