Inextricably associated with its
charismatic creator, Fashion Designer Loris Azzaro, Azzaro Perfumes had
already achieved considerable success among elegant and modern men when
acquired by Clarins Group in 1995.
Following Azzaro Pour Homme
that has remained a top-selling men's fragrances since its launch in
1978, the first fragrance of the brand launched by Clarins Group, Chrome,
provides a fresh interpretation of the joie de vivre that exemplify the
brand's Mediterranean heritage, introducing as another core value, the
bond between generations.
Launched in 1996, Chrome was an
immediate success, quickly becoming in its turn a classic men's
fragrance.
With its two classics sustained by the launch
of the Eaux Fraîches range of fresh fragrances and its other
men's fragrances (Visit, Silver Black), Azzaro Perfumes have a solid
worldwide reputation and are distributed in more than 19,000 points of
sale. Azzaro Pour Homme and Chrome are both among the 15 top-selling male
fragrances worldwide.
The brand reinforces customer loyalty
using a broad-based relational marketing strategy through AzzaroPeople
websites
for each
fragrance. These sites permit customers to exchange their impressions and
qualify for exclusive offers.
2007 was an important year in
the development of Azzaro Perfumes.
The launch of the Azzaro
Now fragrance duo with its metallic and warm notes and three-time prize
winning high-tech bottle design (Prix du Meilleur Design of the magazine
Stratégies, Flacon d’Or 2007, Prix Formes de Luxe 2007) has
successfully targeted younger adults and added a touch of modernity to the
brand's image.
With SkinForce, AzzaroLab launched its first
line of skin care products for men drawing on the regenerative, hydrating
and anti-aging virtues of trees. Because of its leadership position in the
market for men's fragrances, Azzaro is ideally positioned to expand in
this new cosmetic segment.
The acquisition of the Azzaro Couture fashion house by new shareholders with ambitious goals for Azzaro and the opening of several new ready-to-wear fashion boutiques under the brand's name, added to a broader offer of cosmetics products, will strengthen its worldwide image gaining further prestige and visibility.
