- Benetton perfumes and colognes:
Country:Italy
Main activity:Fashion
Brand website:link
Parent company:Puig
Benetton is an Italian luxury fashion brand established in 1965 by four siblings from the Benetton family: three brothers and one sister. The eldest brother, Luciano Benetton, identified a burgeoning market for vibrant clothing, so he purchased a knitting machine and launched the company's inaugural collection of sweaters, which he sold from the back of his bicycle. These sweaters gained considerable popularity in the local area, prompting Luciano to invite his sister Giuliana and younger brothers Gilberto and Carlo to join him in forming the Benetton Group, which would manage the company's operations.
In 1966, Benetton opened its first store in Belluno, and merely three years later, the group expanded to include a store in Paris. During the 1970s, further expansion brought Benetton's colorful apparel collections to markets across the globe.
Starting in the 1980s, Benetton adopted a distinctive advertising approach that became just as renowned as its vivid fashions. Instead of focusing on promoting the company's clothing, the "United Colors" ad campaigns—conceived and photographed by Oliviero Toscani—featured a series of provocative images intended to draw attention to social or political issues. Some of the most unforgettable include a man with AIDS on his deathbed, a newborn baby still covered in blood, death row inmates, and the bullet-riddled trousers of a soldier killed in the Bosnian war. Notably, no Benetton products were included in these ads; the only hint that the photos were advertisements was the subtle placement of the company's logo. Toscani stepped down from working on Benetton's campaigns in 2000, but the brand's dedication to sparking conversation through controversy and social activism has persisted into the 21st century. The 2011 "Unhate" campaign, which featured images of world leaders kissing, continues to generate lively debates.
Today, the Benetton Group offers clothing for both children and adults under the Benetton brand, as well as under the Sisley and Playlife labels. The group's companies operate stores in 120 countries worldwide.
Benetton also markets perfumes for adults and children in partnership with Selective Beauty. The company's first fragrances, Colors de Benetton for men and women, were introduced in 1987.
Designer Benetton boasts 108 perfumes in its fragrance portfolio. The earliest edition dates back to 1987, and the most recent one is from 2025. Benetton fragrances were developed in collaboration with perfumers such as Valerie Garnuch-Mentzel, Christophe Raynaud, Alain Astori, Beatrice Piquet, Alexandra Kosinski, Richard Herpin, Annick Menardo, Corinne Cachen, Alexandra Carlin, Emilie Coppermann, Olivier Pescheux, Nathalie Feisthauer, Bernard Ellena, Ann Gottlieb, Jimmy Anton Studer, Pierre-Constantin Guéros, Véronique Nyberg, Nicolas Beaulieu, Alexandra Monet, Jordi Fernández, Violaine Collas, Sonia Constant, Bérénice Watteau, and Sophie Labbé.
