Our Story
For more than a century, Felce Azzurra has been writing a story of passion, innovation, and quality, becoming a symbol of well-being and unique fragrances loved around the world.
The Scent of an Italian Story
In the Paglieri laboratories—founded in Alessandria in 1876 with a focus on perfume production—the unique olfactory blends of Felce Azzurra come to life. This brand embraces fragrance as a pathway to well-being, starting with body care and extending to home and laundry care. A world of fragrant notes that gently caress the body and weave into the clothes that embrace it.
Felce Azzurra follows a path that infuses the ancient and refined art of perfumery into every daily gesture and ritual. Each product in the range embodies a deep study of essences and a unique alchemy of combinations designed to spark memories, awaken emotions, and evoke a sense of well-being.
A Story of Hearts, Minds, and Noses
Felce Azzurra is tradition and craftsmanship—shaped by hands and noses that select and blend essences. Felce Azzurra carries with it symbols that have become iconic and embedded in the collective imagination of generations: a color—blue, evoking serenity and cleanliness; a plant—the fern, an evergreen symbol of mystery; and above all, a fragrance—unique and inimitable. A blend of over one hundred ingredients sourced from around the world, with a secret formula still handwritten in a notebook passed down from father to son.
Iconic Products
Felce Azzurra has written a story deeply intertwined with the company that created it—a story of intuition, innovation, and success. It all began in an artisanal workshop, among ingredients and perfumers, where the first Felce Azzurra Eau de Toilette was born—challenging the myth of French perfumery with a unique fragrance and packaging that has been evolving year after year. It marked the beginning of a journey that, in 1926, led to the creation of Felce Azzurra talcum powder—an iconic, timeless symbol of elegance and freshness. In the 1930s, the Velluto di Hollywood face powder marked an era of renewal. A refined product, symbolizing rediscovered beauty after the dark years of war. In the 1970s, Felce Azzurra made the leap from exclusive perfumeries to large-scale retail, entering homes across the country with the launch of its first shower gel—a beauty ritual that won the hearts of Italian families.
Posters
Felce Azzurra is not just a fragrance—it’s an image that tells a story of emotions. Its fragrances have been immortalized in posters that marked the history of advertising—from the faces of Hollywood stars to the evocative illustrations of Gino Boccasile, who captured the essence of the brand with his unmistakable style. Every image, every poster, is a visual poem that conveys the intimacy and charm of Felce Azzurra fragrances.
Advertising
Thanks to Paglieri’s foresight, Felce Azzurra also made its mark on the small screen. In the 1960s, Carosello brought Felce Azzurra Talcum Powder into Italian homes, with the lighthearted charm and rhythm of Quartetto Cetra. In the 1970s, the charm of Alberto Lupo guided women through the notes of the fragrance, while in the 1980s, Ornella Vanoni and Loredana Bertè became the voices of the well-being moment dedicated to bathing. In the 2000s, the brand’s image was refreshed, but its essence remained unchanged: a timeless sense of well-being, always ready to tell new stories of care and beauty.