Today, I was thinking about Acqua di Gio.
Yup, the most popular men's fragrance here in the States, and the first fragrance I actually wore back in 2001 on a vacation to London, England. I know that many here hate the scent for its lack of originality and overuse, but in actuality, it was (and still is) a very innovative scent, and that's why it was carbon-copied so much.
First, I'd like to talk about how it was an innovative scent. Acqua di Gio wan't the first marine scent: that honor goes to CK's Escape, and L'eau de Issey predates AdG by two years. What made it different was a refined composition, where the marine notes were more evenly balanced than the harshness of Issey.
And the marketing was good, too. Black-and-white shots of waves crashing into the beach and pure masculinity. The result? Two years after launch, Acqua di Gio became the #1 men's fragrance in the US, a position it still holds today. As Gary said once, it generated $100 million in US sales alone last year, an all-time record.
However, with that popularity, the Canon ImageRunner Smell Copier had to be fired up by the competition. Ralph Lauren copied it with Polo Blue. Ferragamo copied it with Subtil. Bvlgari copied it with Aqva. And Kenneth Cole has copied it in virtually every one of his (lousy) men's scents. That's why people have chided it for a "lack of originality".
Your thoughts on AdG, please...
Yup, the most popular men's fragrance here in the States, and the first fragrance I actually wore back in 2001 on a vacation to London, England. I know that many here hate the scent for its lack of originality and overuse, but in actuality, it was (and still is) a very innovative scent, and that's why it was carbon-copied so much.
First, I'd like to talk about how it was an innovative scent. Acqua di Gio wan't the first marine scent: that honor goes to CK's Escape, and L'eau de Issey predates AdG by two years. What made it different was a refined composition, where the marine notes were more evenly balanced than the harshness of Issey.
And the marketing was good, too. Black-and-white shots of waves crashing into the beach and pure masculinity. The result? Two years after launch, Acqua di Gio became the #1 men's fragrance in the US, a position it still holds today. As Gary said once, it generated $100 million in US sales alone last year, an all-time record.
However, with that popularity, the Canon ImageRunner Smell Copier had to be fired up by the competition. Ralph Lauren copied it with Polo Blue. Ferragamo copied it with Subtil. Bvlgari copied it with Aqva. And Kenneth Cole has copied it in virtually every one of his (lousy) men's scents. That's why people have chided it for a "lack of originality".
Your thoughts on AdG, please...






, I hold *Acqua di Giò Pour Homme* in high regard. I wore it quite often during last summer and got all kinds of compliments from all manner of people as I did with one of its clones, namely, *Unbound*. Two very fine fragrances in their own right and both of which I appreciate very much and very much enjoy wearing.











