The idea of Azzaro Wanted is based on the concept of desire. For you, what qualities do you consider most desirable?
I think first and foremost, being smart—but smart for me means several things. Intelligence, of course, but also a sort of savoir faire. It’s a way to believe in life and live it to the fullest. I also consider reliability, trustworthiness, and authenticity desirable. All these things we address in the fragrance.
Azzaro has launched other perfumes in the past, Pour Homme and Chrome. What aspect of masculinity does Wanted capture that is different from the two that came before it?
I think the Azzaro brand aims to accompany men all throughout their lives. The first step is finding out who you truly are—experimenting, experiencing life, and playing around with everything that comes your way. That’s where Wanted comes in. Next, you start a family, and you enjoy life in a different way, which is the Chrome part. Then, you enjoy seduction in a more mature way, which is Pour Homme. We found that men change their fragrances according to key moments: when they get their first job, when they get married… so Azzaro is there for every step of the process in a way that is luxurious yet accessible. I love this idea of Azzaro being a brand partner for life. For me success is about something that lasts for a long time. The men who purchased the fragrance 30 years ago (Pour Homme) still use it. It’s a brand built on quality and trust. We create scents that follow the story of a man’s life.
What kind of message did you want to communicate through the bottle’s design?
The world has changed so much in the world of fragrance in the past 20 years or so, and I realized that, today, fragrances should speak for themselves. Each and every object that you create should provide value for the consumer. Our bottle in particular gives a sense of power to men. At the end of the day, you can see many things in it. We did tests with men around the world after the launch to see what they thought of it. Some men saw the mechanism of a clock, others saw the barrel of a gun. It reminds most men of a mechanical piece, which signals a strong response in them. When men look at it, we want them to perceive the idea of power, but also luxury.
The notes in the perfume are described as woodsy, citrusy, and spicy. How did you decide on the ingredients that would help you communicate your vision for Wanted?
This question is interesting because it helps you understand the process of creation. At first, we developed the idea of the barrel design, and with the barrel came the idea of something spicy. When you look at the bottle it seems simple, but when you look closer all the pieces seem like they’ve lived already. It doesn’t seem like something new. So with the spicy aspect came the idea of a man who has lived several lives.
After that, all the beautiful notes, the cardamom, the two kinds of citrus (all sourced from beautiful origins) made their way in, combining to create a fragrance that is remarkable and long-lasting. When you buy Azzaro from anywhere in the world, you’re purchasing a fragrance of value. There is no mistake with the brand. Our scents make the wearer feel desired and confident and sure of themselves.