>
The perfume of an Italian story

FELCE AZZURRA

The perfume of
an Italian story

Paglieri Company was founded in 1876 in Alessandria for the production of Perfumes and it was in its laboratory that Felce Azzurra (Blue Fern) special olfactive blends were developed. This brand aims at using perfume as a way to well-being, starting from body care to laundry and home cleaning. A world of scented notes will envelop your body and perfume your clothes. Felce Azzurra mastery brings the old and high perfumery art into each gesture and ritual of everyday life: all the products of the line are developed with a deep knowledge of essences and an alchemy of combinations able to breathe new life into memories and emotions and deliver a feeling of well-being.

The perfume of memories

A story of hearts, mind and noses

Felce Azzurra means tradition – collected in 140 years of history – and craftwork, that of hands and noses able to choose and measure out essences. Felce Azzurra bears symbols that have already become iconic and have entered the collective imagination of various generations: the color blue, a nuance which instills calm and clean, the fern, an evergreen plant which symbolizes mystery, but above all the unique and inimitable scent. A combination of more than a hundred ingredients coming from all over the world, a formula which is still secret and handwritten in a notebook passed down from father to son.

Icon products from the past Icon products from the past

The perfume of memories

Icon products from the past

The history of Felce Azzurra is linked and moves together with the Company of which it forms part, as a brand born from the mind and mastery of the founder Lodovico Paglieri. It all started in a craft workshop, among ingredients and noses, and in 1923 the success came with the launch of the first product under Felce Azzurra brand, Eau De Toilette Felce Azzurra, an innovation ready to challenge the myth of French perfumery thanks to its unique fragrance as well as to the careful attention given to the design of precious packagings, renewed every year.
The success of the brand continued and in 1926 the first Talcum Powder, a timeless icon, was born: a dream product that, thanks to its elegant casing and to its heady fragrance, evoked freshness and clean.
The 1930s marked a renewal, both of the company and of the society, and gave birth to the face powder Velluto di Hollywood, a refined product, symbol of a rediscovered beauty after the dark years of the war, the fruit of American film industry and its stars' charm.
The 1940s marked another turning point with a jump that brought Felce Azzura from the restricted range of perfume shops to a large-scale retail trade: a strategy that Paglieri opted for so as to ride the wave of modern technologies and of a new mass market purchasing model preferred by society. It was then that the first product for personal hygiene appeared: Bagno Felce Azzura, a beauty bath foam, a cuddle of seduction and well-being that won over the market in a short time.

The posters

The perfume of memories

The posters

Felce Azzurra products bring with them the beauty and the art of the bodies who use them. For this reason, the Company has always associated its essence to dream images: from Hollywood stars' faces to the posters created by Gino Boccasile, an artist and advertising agent who knew how to interpret the real spirit of the brand by evoking at the same time perfume and emotions.
Besides the charming portrait “La donna coi fiori” (The woman with flowers) made for Paglieri, Boccasile created for Felce Azzurra the sweet and lovable picture of the baby girl with Talco, a classic poster of the '50s.

The advertising

The perfume of memories

The advertising

Thanks to its foresight, Paglieri got the first television appearance on Carosello, the first italian TV myth during the '60s and the most waited moment of the day by Italian families who gathered together in front of a single television to share carefree moments. Those are the years of Quartetto Cetra who, by singing the adventures of “a friendship for life” in Lo Yatch (The Yatch), showed Talco Felce Azzurra.
Later on, in the '70s, Alberto Lupo with his appeal entered women's dreams by seducing and enveloping them with the unmistakable scented notes of the brand.
Ornella Vanoni and Loredana Bertè, symbolic voices of the '80s, became ambassadors of the magic moment of bathing amongst “Mille bolle blu”. The 2000s arrived and the Company went on with its advertisements on television networks, by renovating the image but by keeping on its story in a well-being perspective.

A PERFUME FOR EACH GESTURE OF CARE

Thanks to the constant investments of the Company in Innovation and Development, Felce Azzurra crossed the narrow limits of body care to bring multisensory well-being coming from the sense of smell also into home cleaning and scenting as well as garments care.
This choice soon proved to be successful: Felce Azzurra has built a great reputation as a cross brand on different categories of products. Today, as in the past, all Felce Azzurra products are focused on perfume, which is studied, checked and approved by the official nose, an iconic figure of each Perfume House: a professional who has the assignment of “tasting” essences and scents and finding the right blend for each emotion.

Icon products from the past

A PERFUME FOR EACH GESTURE OF CARE

Body Care

Perfumery and cosmetic research originated a full line of products bringing together body care and hygiene with multisensory well-being coming from heady scents. Each category is made up of different nuances of fragrances full of personality and uniqueness.
FELCE AZZURRA, a line for all the family: BATH AND SHOWER, BAR SOAP AND LIQUID SOAP, INTIMATE HYGIENE WASH, DEODORANT, BODY CREAMS AND TALCUM POWDER.
FELCE AZZURRA ESSENZA ITALIANA, a new multisensory journey will let you dive into enveloping and intense fragrances that make Italy unique and beloved all over the world, through a careful selection of fruits and flowers with rich, healty properties and symbol of Italian regions: BATH, SHOWER AND LIQUID SOAP.
FELCE AZZURRA FOR MEN, a complete line of products to meet men's specific needs: SHAMPOO & SHOWER, SHOWER GEL, DEO BODY SPRAY.

Home Cleaning

A PERFUME FOR EACH GESTURE OF CARE

Home Cleaning

Paglieri Research brings perfumery experience into Felce Azzurra products, that are purposely developed for home cleaning in all its aspects. From a complete line of products for laundry care – FABRIC SOFTENER, WASHING MACHINE DETERGENT, HAND WASHING DETERGENT, SCENTED IRONING WATER, SCENTED SACHETS FOR DRAWERS AND CLOSETS – to a line of fragrances to perfume your house with pleasing notes - Home Fragrance Spray, Odor Neutralizer Scented Gel, Night Light Electric Fragrance Diffuser, Reed Diffuser – up to a wide range of strongly scented products for home hygiene and cleanliness – FLOOR CLEANER, STREAK-FREE GLASS CLEANER, BATHROOM CLEANER LIMESCALE REMOVER.

THE PERFUME OF QUALITY AND INNOVATION

All the ingredients and fragrances of Felce Azzurra products are guaranteed by the investments made by the Company Research and Development department. Paglieri is the only one in its industry to have also an inside Perfumery Laboratory and, in 1996, it was the first company to get ISO certification 9002 from the Quality Certificate Institute for Chemical Industry. The Company is currently adopting and maintaining a Quality Certification System in compliance with UNI EN ISO 9001:2015 standards. The quality of all the products is strictly controlled through microbiological, physical and chemical analysis in order to check the parameters both of raw materials and of finished products, so that the highest level of safety is guaranteed to customers.
Passing from a small perfume making studio to a production workshop and finally getting to the present large-scale industrial production, Paglieri wrote a story of passion and successes that confirms it as a leader company in well-being market.

Quality

THE PERFUME OF QUALITY AND INNOVATION

Quality

All the products undergo strict quality controls with microbiological, physical and chemical analysis both of raw materials and of finished products, to guarantee the highest level of safety.
Thanks to the care and the attention given to its products and customers, Paglieri was the first company to get ISO certification 9002 from the Quality Certificate Institute for Chemical Industry in 1996. The Company is currently adopting and maintaining a Quality Certification System in compliance with UNI EN ISO 9001:2015 standards.

Manufacturing

THE PERFUME OF QUALITY AND INNOVATION

Manufacturing

Paglieri's entrepreneurial vocation originated from a small perfume making studio that became a Production Workshop and later undertook a decisive industrial change.
A fully automatic packaging lines with high productivity (9000/12000 pcs. per hour), a continuous bulk manufacturing line with online physical and chemical checks and a dedicated software, a high-frequency computerised storage area for finished products of more than 10000 m2 guarantee a constant supply of retail outlets where Paglieri products are sold.