From Paglieri comes Azzurra, the first fragrance ambassador created with AI

At the same time, Azzurra will come to life on social: its Instagram profile (@imjustazzurra) debuts this month with content dedicated to mood, emotional wellbeing and discovering its digital world. From January, the project will also expand on TikTok, with a presence designed to speak the language of Generation Z through native and interactive formats. The growth of the community will be supported by a campaign made up of Meta Ads, TikTok Ads and an influencer programme operating from January.

This project marks a turning point in the communicative evolution of Felce Azzurra, a brand that has accompanied entire generations and that, throughout its history, has been able to speak to the public through iconic languages and symbols. Felce Azzurra carries images and characters that have marked Italian pop culture, becoming part of the collective imagination. Its fragrances have been immortalised in historical posters, from the faces of Hollywood divas to the evocative illustrations of Gino Boccasile, capable of capturing the essence of the brand with a unique stroke. In the 1960s, Carosello brought Felce Azzurra into the homes of Italians with the lightness of the Cetra Quartet; in the 1970s, the charm of Alberto Lupo accompanied women through the notes of the perfume; in the 1980s, Ornella Vanoni and Loredana Bertè became the voices of the moment of well-being dedicated to bathing. In the 2000s, the brand's image was renewed but remained faithful to its soul, a timeless wellness, capable of reinventing itself and telling new stories. With Azzurra, this evolutionary path now reaches a new dimension, digital, empathetic and strongly future-oriented.

"Azzurra represents a new frontier in our way of interpreting emotional wellbeing," says Debora Paglieri, Paglieri's CEO. "It is a project that comes from the heart of our history and our knowledge of perfumes, but looks to the future with courage and curiosity. With Azzurra we want to speak to the new generations through an authentic and engaging ambassador, in full respect of our tradition that has lasted more than 200 years".

Fabio Rossello, co-CEO of Paglieri, adds: "This project perfectly illustrates our desire to combine innovation and tradition. Azzurra is the digital expression of our olfactory heritage and expertise, an avatar that speaks a new language while remaining rooted in our corporate culture, with the aim of creating a profound relationship with young people and transferring, through AI and social media, our passion for perfume, quality and tradition made in Italy".