Venezia by Laura Biagiotti c1992

"Venezia" by Laura Biagiotti is a classic fragrance, launched in 1992. It was crafted by perfumer Michel Almairac of Creations Aromatiques. The scent is renowned for its rich, luxurious blend of oriental and floral notes, capturing the essence of Venice's romantic charm and elegance. With its warm and sensual character, it has become an iconic fragrance loved by many over the years.

Step into the timeless allure of Venice, where elegance meets artistry in every cobblestone alley and shimmering canal. Laura Biagiotti's Venezia captures this essence, immortalizing the city's enchantment in a single fragrance. It's a symphony of seduction, weaving together the irresistible allure of Venice's spirit with the captivating spell it casts on all who wander its labyrinthine streets.

Venezia beckons with a floral embrace, infused with exotic oriental nuances that evoke the city's mystique. At its heart lies the rare Wong-Shu blossom, a treasure cherished by Venetians for centuries. This delicate bloom blossoms into a bouquet of floral notes, intermingling with a rich woody opulence that hints at the city's hidden depths. As the fragrance unfurls, it envelops you in the sumptuous caress of balsamic tones, leaving an indelible mark on your senses.

Indulge in Venezia's magic, let it enchant and captivate you as it whispers tales of Venetian romance and intrigue. Surrender to its allure, for in every spritz lies the promise of an unforgettable journey through the fabled streets of Venice. How could anyone resist such an irresistible invitation?

The Beginning:

Laura Biagiotti, said that she spent as many days as she could enjoying the peace and quiet of the splendid city, saying, "Venice, to me, is a fairy tale, a dream. Again and again, it draws me to its heart." Laura Biagiotti's deep affection for Venice is palpable in her words, as she describes the city as a "fairy tale" and a "dream" that repeatedly beckons her to its heart. To encapsulate this love affair with Venice, Biagiotti collaborated with perfumers to craft a fragrance that would embody the city's ethereal charm and timeless allure.

Biagiotti entrusted the expertise of perfumers from Creations Aromatiques, and Michel Almairac rose to the occasion, delivering an exceptional fragrance that captured the essence of Venezia. With his skill and creativity, Almairac crafted a scent that resonated with Biagiotti's vision, resulting in a true triumph for both the brand and the perfumer.

Michel Almairac, a highly esteemed perfumer, has crafted numerous iconic fragrances across various brands and categories. Some of his notable creations include: Dior Fahrenheit for Men (1988); Burberry for Men (1995);  Gucci Rush for Women (1999); Guerlain L'Instant de Guerlain (2003); Chloé by Chloé (2008) Lancôme Trésor Midnight Rose (2011): and Bottega Veneta Eau de Parfum (2011). These are just a few examples of Michel Almairac's diverse portfolio, showcasing his talent for creating memorable and beloved fragrances across a wide range of styles and brands.

Creations Aromatiques is a fragrance development company that collaborates with perfumers to create unique scents for various brands. Founded in 1982 by Christian Thomas, Creations Aromatiques has established itself as a leading force in the fragrance industry, renowned for its expertise in perfume creation and development.

The collaboration with Creations Aromatiques yielded a comprehensive range of products, each paying homage to Biagiotti's cherished experiences in Venice. From Eau de Toilette to parfum variations, shower gel, body cream, and even deodorant, every item in this collection embodies the essence of the magical city.

With each application, users can transport themselves to the tranquil beauty of Venice, immersing themselves in its enchantment and allure. Whether it's the refreshing burst of fragrance from the Eau de Toilette or the luxurious sensation of the body cream, every product offers a glimpse into the splendor of Venice's splendid vistas. These offerings invite individuals to incorporate a touch of Venetian charm into their daily rituals, allowing them to experience the city's magic and elegance in the comfort of their own homes.

Procter & Gamble:

Procter & Gamble (P&G) embarked on a strategic move to venture into the upscale perfume market in the United States. Leveraging its acquisition of the German business Betrix Products, which included the EuroCos line, P&G had already established a foothold in Europe with fragrances like Hugo Boss for men and Laura Biagiotti's Roma for women.

However, P&G's expansion into the US market marked a significant milestone, marking their debut in the department store segment. The introduction of Laura Biagiotti's Venezia perfume in the fall of 1993 heralded P&G's entry into the prestigious fragrance market in the USA. This move represented a bold step for the company, as it sought to establish its presence in high-end department stores and select specialty shops across the country. With Venezia, P&G aimed to capture the attention of American consumers with the allure and sophistication of a fragrance that had already achieved acclaim in Europe, thereby positioning itself as a key player in the prestigious fragrance industry.

"Procter & Gamble greatly admires the marketing, packaging, and selling techniques of the prestige manufacturers - the Chanels, Lauders, and Lancomes," stated P&G Chairman Edwin L. Artzt during the introduction of the fragrance. "These companies cater to a highly discerning consumer - a consumer whose needs we must meet if we are to become the world leader in cosmetics and fragrances." This sentiment underscores P&G's aspiration to emulate the success of renowned luxury brands in capturing the attention and loyalty of discerning consumers, positioning itself as a formidable contender in the global cosmetics and fragrances market.

Until 1993, Procter & Gamble (P&G) primarily operated as a manufacturer of drugstore perfumes, distributing brands like Incognito, Navy, California, Old Spice, and Hugo Boss to mass merchandisers and supermarkets. Since its foray into the cosmetics and fragrance business in 1989, P&G had amassed a portfolio of fifteen men's and women's fragrance lines, sold in 90 countries, predominantly through drug and discount stores.

The acquisition of Revlon's Betrix cosmetics unit in 1991 granted P&G the rights to Laura Biagiotti fragrances, along with the Hugo Boss colognes for men. This acquisition expanded P&G's presence in the fragrance market and paved the way for its ambitions to enter the department store segment.

Launch:

With the launch of Venezia, P&G aimed to secure a coveted place at department store perfume counters alongside prestigious brands. The fragrance made its debut in nine European countries starting in September 1993, signaling P&G's commitment to establishing a global presence in the high-end fragrance market.

To spearhead this endeavor, P&G transferred two top executives from EuroCos, a division specializing in perfumes with primarily foreign sales, to oversee the introduction of Venezia to the United States. This strategic move underscored P&G's dedication to ensuring the success of Venezia and its aspirations to compete with established prestige brands in the department store arena.

Almost half of Procter & Gamble's (P&G) cosmetic and fragrance business in Europe was conducted through department stores, perfumeries, and similar outlets. Werner Hoffman, president of EuroCos' USA unit, emphasized that "it is a declared policy of the company to be in prestige cosmetics and fragrances to protect the upper end of the market." This strategic approach highlights P&G's commitment to maintaining a presence in the luxury segment of the cosmetics and fragrance market, ensuring that its portfolio encompasses offerings that cater to discerning consumers who seek prestige and exclusivity. By prioritizing participation in prestigious channels such as department stores and perfumeries, P&G aims to safeguard its position as a key player in the upper echelons of the cosmetics and fragrance industry.

The US launch of Venezia coincided with the opening of Laura Biagiotti's boutique in Manhattan, a strategic move aimed at bolstering her image in the American market and promoting her fragrances. Notably, Biagiotti's other popular fragrance for women, Roma, had yet to debut in the USA at that time.

During a meeting with executives from department and specialty stores in New York, Artzt expressed P&G's commitment to elevating Biagiotti into a significant designer fragrance brand, stating, "We are committed to turning Biagiotti into a meaningful designer fragrance name...(to) help give us the foothold we are seeking in the prestige market."

To kickstart its presence in the US, Venezia was initially exclusively available at Saks Fifth Avenue stores before gradually expanding to other prestigious retailers such as I. Magnin and Dillard's. P&G's ambitious plans included introducing the fragrance to 1,200 department and specialty stores by the end of 1993, signaling its determination to establish Venezia as a prominent player in the prestigious fragrance market in the United States.

Venezia commanded a price point that positioned it among prestigious competitors in the fragrance market. Comparable to renowned scents like Opium, Obsession, Giorgio, Coco by Chanel, and Tresor, Venezia offered a luxurious olfactory experience at a premium price.

The Venezia collection featured a range of products, each reflecting the fragrance's opulent allure. Prices varied accordingly, with the Body Creme available at $25, providing a sumptuous way to indulge in the scent, while the 1/4 ounce bottle of parfum was priced at $80, offering a concentrated and long-lasting expression of the fragrance's essence. This pricing strategy aligned Venezia with other esteemed fragrances, reaffirming its status as a coveted luxury scent in the competitive fragrance landscape.

Fragrance Composition:

So what does it smell like? It is classified as a woody floral oriental fragrance for women.  

• Top notes: Indian mango, cassis, green notes, dried plum, osmanthus, peach, bergamot, geranium, rose
• Middle notes: galbanum, carnation, orris, ambergris, cinnamon, jasmine, ylang ylang, cedar
• Base notes: cedar, sandalwood, tonka bean, musk, benzoin, civet, vanilla

The fragrance unfolds with a vibrant and refreshing opening, featuring a medley of fresh and fruity notes. Indian mango, cassis, green notes, dried plum, Chinese wong-shi blossom (also known as osmanthus), peach, bergamot, geranium, and rose intertwine to create a captivating olfactory experience.

As the scent develops, it transitions into a spicy floral heart, adding depth and complexity to the composition. Galbanum, carnation, orris, ambergris, cinnamon, jasmine, ylang ylang, and cedar infuse the fragrance with a warm and alluring floral bouquet, accented by subtle hints of spice.

Finally, the scent settles into a warm and enveloping oriental base, leaving a lingering impression of soft sophistication. Cedar, sandalwood, tonka bean, musk, benzoin, civet, and vanilla combine to create a velvety and sensual aura, inviting you into a world of timeless elegance and allure.

Lear's, Volume 6, 1993:

"Venezia. Named after one of Italy's most romantic cities, this new oriental scent was the brainchild of Laura Biagiotti, the Italian fashion designer. Top notes include mango, prune, and black currant, plus an extract of the wong-shi blossom, an oriental flower supposedly first brought to Venice by Marco Polo. Other ingredients include jasmine, cedar, iris, and ambergris as middle notes, and sandalwood, civet, musk, and vanilla as bottom notes.  

"Venezia," named after the enchanting city of Venice, is the brainchild of Italian fashion designer Laura Biagiotti. This oriental fragrance captures the essence of romance and allure associated with Venice's timeless beauty.

At the top, vibrant notes of mango, prune, and black currant intertwine with the exotic wong-shi blossom extract, a flower believed to have been introduced to Venice by the legendary Marco Polo. The heart of the fragrance reveals a floral bouquet of jasmine, cedar, and iris, accented by the warm and mysterious ambergris.

As the scent evolves, it settles into a luxurious base of sandalwood, civet, musk, and vanilla, enveloping the wearer in a rich and sensual embrace. With each spritz, Venezia invites you to embark on a journey through the captivating streets of Venice, where every note tells a tale of romance and intrigue.

Bottle:

The presentation of Venezia is a true homage to the enchanting city of Venice. Housed in a stylized harlequin clown bottle, the fragrance is encased in a rounded clear vessel topped with a whimsical 'carnival clown' cap stopper reminiscent of the iconic campanile of San Giorgio Maggiore, all masterfully designed by Peter Schmidt.

Every detail of the bottle exudes Venetian influence, drawing inspiration from the city's legendary Renaissance architecture. The rounded form of the bottle is adorned with a peaked golden cap, adorned with vibrant red accents, evoking the opulence and grandeur of Venice's rich history.

To add an extra touch of luxury, minuscule flakes of gold are suspended within the perfume itself, creating a mesmerizing effect that reflects the flow of time and the richness of the fragrance. With Venezia, every aspect of the presentation is crafted to transport you to the magical streets of Venice, where every corner holds a story waiting to be discovered.

Parfum, the most concentrated form of this captivating scent. As treasured as a priceless piece of art, Parfum is meant to be applied at pulse points to merge and develop with the heat of the body. Infused with the glow of a bygone era, ultra-fine flakes of gold float through the perfume adding as tactile richness to this sumptuous scent. 

• Parfum: 0.25 oz originally retailed for $80.

Eau de Parfum Concentre, Natural Spray, is a long lasting concentration of essential oils with a diffused quality. Meant to seduce without overpowering. Less concentrated than perfume, and more concentrated than Eau de Toilette, it unfolds in a delicate balance. 

• Eau de Parfum Concentre Natural Spray 0.85 oz originally retailed for $50.

Eau de Toilette, a caress of fragrance meant to be worn lavishly. Developing gently, in a wave of subtleness. A perfect form to blend with perfume for long-lasting scent. 

• Eau de Toilette Spray, 0.85 oz, originally retailed for $32.
• Eau de Toilette Spray, 1.7 oz, originally retailed for $47.
• Eau de Toilette Spray, 2.5 oz, originally retailed for $55.
• Eau de Toilette Splash, 1.7 oz, originally retailed for $43.

Body Silk, a rare aura of Venezia meant to linger on the body. Delicate, moisturizing, pampering. A perfect form to blend with perfume for long-lasting scent. 

• Body Silk, 6.8 oz, originally retailed for $38.
• Body Silk, 3.4 oz

Shower Gel, 1.7 oz, originally retailed for $30.

Beauty Bath, a gentle, creamy foam that cleanses mildly, and softens your skin with the sensuous flair of Venezia.

Body Creme, a perfumed body cream enriched with precious macadamia nut oil.

• Body Creme, 5.19 oz, originally retailed for $30.

Fate of the Fragrance:

It seems Venezia underwent a journey through time, with its original iteration eventually discontinued, likely by 1997, as old stock continued to be offered by discounters. However, in 2000, Irma Shorell/Long Lost Perfumes crafted their own rendition of the fragrance, also named Venezia. This version, too, eventually faced discontinuation.

However, the story of Venezia didn't end there. Laura Biagiotti revisited and revitalized the fragrance, reformulating and relaunching it in 2011, breathing new life into this beloved scent. This relaunch marked a resurgence of interest in Venezia, captivating new audiences while also delighting loyal fans of the fragrance. As of 2024, the perfume is no longer offered on the website.

Venezia Pastello:

The success of Venezia paved the way for the creation of a flanker scent called Venezia Pastello in 1995. Marketed by EuroCos, Venezia Pastello is classified as a fruity floral fragrance designed for women.

• Top notes: peach, black currant, raspberry, plum and cranberry
• Middle notes: rose, heliotrope and jasmine
• Base notes: vanilla, sandalwood, musk and cedar

 

This fragrance boasts an enchanting composition:

• Top notes: A vibrant blend of peach, black currant, raspberry, plum, and cranberry sets the stage with a burst of fruity freshness.

• Middle notes: A delicate floral bouquet emerges in the heart, featuring notes of rose, heliotrope, and jasmine, adding a touch of femininity and elegance to the scent.

• Base notes: The fragrance concludes with a warm and sensual base of vanilla, sandalwood, musk, and cedar, providing a soft and inviting foundation that lingers on the skin.

With its harmonious blend of fruity and floral accords, Venezia Pastello offers a modern and alluring interpretation of the beloved Venezia fragrance, capturing the essence of romance and sophistication in every spritz.