Acqua di Gioia: Not Quite an Acqua di Gio for Women, Sadly
Giorgio Armani announced the June 2010 release of Acqua di Gioia. For perfume fanatics around the world, this move seems overdue about… hmm… 14 years. But if Aqua di Gioia is a true aquatic along the lines of zesty 90s releases, then it will have been well worth the wait.
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In 1996, Giorgio Armani released a fresh cologne that would knock all other aquatic colognes off their high-perched pedestals. Filled with the best of every perfume genre—citrus, florals, woods, and aquatics—Acqua di Gio was the answer to every man’s cologne-related prayers. Grappling a best-seller’s slot ever since its debut, this cologne quickly became an aromatic force to be reckoned with. Bright, breezy, perfectly complementing the fleeting beauty of summer—what more could a man want in a warm weather perfume? Nothing, right?
Well, that was the problem, really. Men had a beautifully orchestrated aquatic cologne that could stand the test of time. But women were left with a middling selection. Tommy Girl, too sweet; Clinique Happy, too floral; CK One, too 90s. So what was a girl to do? Abandoned in the minimalist 90s without a long-lasting aquatic for her own, she could only steal a spritz of Acqua di Gio every now and again.
Fast forward to 2010: Giorgio Armani pronounces they will end this injustice and fill the aquatic void with Acqua di Gioia, which is reported to be a feminine celebration of nature. Notes will include mint, lemon, spring blossoms, jasmine, cedar, brown sugar, and labdanum.
Sounds perfect, right? But wait, something’s wrong here! A review of Acqua di Gioia’s notes has thrown a kink into dream! Brown sugar, labdanum and jasmine don’t exactly add up to buckets of fresh rainwater and sea spray. These notes seems suspiciously warming, comforting, and dare I say, calming.
While other perfumers are jumping aboard the back-to-nature campaign, in rebellion against the current dominating trend of syrupy gourmands and ostentatious orientals, these notes have me doubting Giorgio Armani’s commitment to the fresh-and-clean concept for this Acqua di Gio revival.
Rather than intending a full-on resurrection of the 90s citrus-laden oceanic trend, I suspect this light-hearted female fragrance’s main purpose is to draw attention back to the waning classic, Acqua di Gio, while adding a completely different twist on light perfumes.
Before I start mourning Giorgio Armani’s missed opportunity to release a truly great aquatic perfume, what are your thoughts, hmm? As we wait to see whether Acqua di Gioia will prompt a fresh oceanic revival or merely add numbers to the forecasted trend of light perfumes, which will lean towards cashmere warmth and cuddly light florals, what do you predict?