Our history

Our history

Felce Azzurra Bio

With Felce Azzurra BIO, Paglieri introduced a new certified personal care line made with a high concentration of natural ingredients.
Genuinely organic products developed in line with ICEA Cosmos Organic standards. 100% natural fragrances and 98.8% ingredients of natural origin to respect the skin's natural balance.
Dermatologically tested formulas FREE from SLES/SLS, petrolatums, acrylates, silicones, colourants and EDTA.

Felce Azzurra Bio

Tradition has a new look

The year 2016 marked the beginning of a new path for Paglieri brands, most notably with an important relaunch for Felce Azzurra. By innovating tradition, our new products are more modern, sophisticated and elegant thanks to our ever-increasing focus on quality and changing trends. Supported by fresh and engaging communication, the launch of the Felce Azzurra Personal Care and Household Care ranges caught the eye of new consumers and reinforced the loyalty of our existing customers. These two ranges consisted of bath and shower products and detergents and fabric softeners respectively.

Tradition has a new look

Felce Azzurra looks after your home and laundry too

Paglieri continued to evolve over time without ever forgetting its original mission to respect and care for the consumer. It embraced innovation and expanded to guarantee our clothes and homes the same respect that it had shown our bodies for over 90 years. The Felce Azzurra laundry and home fragrance line was born.

Felce Azzurra looks after your home and laundry too

For the little ones

Friendly raccoon SapoNello is the face of the play-based learning project of the same name created by Paglieri for Italian primary schools. The initiative began in 2010 with the aim of introducing children to hygiene and fragrance as well as the concept of water as an important resource that shouldn't be wasted. SapoNello products care for young skin and make daily hygiene a fun activity with delicious fragrances and extremely delicate textures.

For the little ones

Mon Amour, love your laundry

In 2009, a new brand joined the Paglieri family: Mon Amour, the brand that loves your laundry. With its eye-catching graphic design, bright colours and highly scented formulas, Mon Amour offered a multisensory experience to consumers who quickly came to love the fabric softeners and detergents.

Mon Amour, love your laundry

Felce Azzurra Natura

The first line of toiletries to adopt an original and seductive approach to aromatherapy, with youthful and exciting colours, shapes and fragrances. This extended range brings Felce Azzurra in touch with a more dynamic and less traditional consumer.

Felce Azzurra Natura

Cléo

Paglieri experiments not only with its formulas but with its ingredients too, making an original breakthrough with Cléo Bath Milk when a food ingredient - natural milk proteins - was used in a cosmetic cleansing product for the first time ever. This anticipated what would become a huge cosmetics trend.

Cléo

Bagno Felce Azzurra Paglieri

Magic, seduction, appeal and wellbeing. That's what Felce Azzurra is all about. The scent of precious moments to be remembered and cherished became a beauty bath and its unmistakeable fragrance conquered Italian hearts.

Bagno Felce Azzurra Paglieri

Healthy lips

The year 1976 saw another big success for Paglieri: the lip care line. The Labrosan brand has always taken care of your family's lips, with products that have been specifically studied for healthy, great-looking lips.

Healthy lips

The swinging Sixties

In the early 1960s, Paglieri Profumi definitively moved into its own production plant so as to be increasingly competitive and keep up to date with growing market demands. Today, the plant occupies approximately 76,000 m2 on the outskirts of its home city. The brand found an effective solution to the distance of the plant from employee homes by organising a highly modern shuttle service for them. In an act of great foresight, the box factory was closed to open a company producing plastic capsules and bottles.

The swinging Sixties

Barbasana

This all-purpose product intended as a shaving cream was often used by Italian families as an emergency treatment for sore skin.

Barbasana

First TV appearance

Immediately grasping the important opportunities offered by new forms of communication, Paglieri invested extensively in early Italian television. The brand’s communication expanded to include TV adverts and features on historic advertising show Carosello with personalities from the worlds of music and cinema (Alberto Lupo, Quartetto Cetra), who helped to familiarise viewers with Felce Azzurra products.

First TV appearance

The economic boom

At the end of the war, Paglieri rented an actual factory in a leafy residential area. Approximately 400 employees worked on the manufacture of products with evocative names such as : "Paradiso Perduto", "Fruscio di Veli", "Acqua Gaia", "Fauno" and "Tabacco Ambrato" (Paradise Lost, Rustling Veil, Gaia Water, Faun and Amber Tobacco). Employees also had access to what were very special working conditions for the time: a nursery for small children and an extended lunch hour so that everybody could enjoy lunch at home. With great foresight, the first IT system was launched and soon became the pride of the small company.

The economic boom

Gran Premio

The now firmly established Felce Azzurra line was joined by Gran Premio, the revolutionary fragrance for women with its highly unusual and original green note, as well as other innovative products such as Curaderma, the moisturising cream to be applied directly to wet skin after bathing.

Gran Premio

Long-term entrepreneurial vision

During the Second World War, Paglieri Profumi became a joint stock company and, despite the hardships of the time, made another highly entrepreneurial decision. Given the elevated costs of packaging, the company opened its own box factory, a small plant that would cover the need for boxes and packaging for a few years. It was later destroyed by bombs.

Long-term entrepreneurial vision

Paradise Lost

At the end of the war, Paglieri was a vocal advocate for rebuilding Italy, recognising and giving voice to the widespread mood for wellbeing and light-heartedness. This saw the creation of products with highly evocative names to conjure up images and emotions: “Paradiso Perduto”, “Tabacco Ambrato”, “Fior di Loto”, “Fiori degli Esperidi” (Paradise Lost, Amber Tobacco, Lotus Flower, Flowers of the Hesperides).

Paradise Lost

The turning point

The 1940s marked a decisive moment in Paglieri history: consolidation of its image. Boccasile’s La Donna Coi Fiori (Woman with Flowers) dates back to this period, still today an iconic and timeless symbol of Paglieri products. Fun fact: the original nude version was soon adapted with the addition of a modest veil over the breasts, resisting the march of progress and more liberal trends.

The turning point

Palazzo Paglieri: forging success

In the early twentieth century, Luigi Paglieri built Palazzo Paglieri, an imposing building and the first in Alessandria to be constructed in reinforced concrete and feature a lift. As well as providing a home for the entire family, Palazzo Paglieri also had a small factory built into the courtyard in the 1930s. It accommodated approximately 40 workers and a semi-automatic production line. But the truly winning formula in those years had entirely different ingredients: invention, innovation and initiative.

Palazzo Paglieri: forging success

Velluto di Hollywood

Velluto di Hollywood (Hollywood Velvet) was a brainchild of Paglieri innovation. It was an exceptional powder that could be applied with a wet or dry sponge depending on skin type and the level of coverage desired. It was an unprecedented success that embodied the allure of nascent American cinema and its divas.

Velluto di Hollywood

Brand new communication

An impressive black and white advertising campaign, inspired by Hollywood femmes fatales, was published in the most important women's magazines of the time. Elegance and beauty were the keywords behind an effective communication campaign, at times functional and descriptive and at times evocative and aspirational, that was instrumental in the product's success.

Brand new communication

The birth of a legend

The vicissitudes of the First World War made way for a very prosperous period for Paglieri. The 1920s saw a move toward large-scale production of perfumes and colognes, such as Oil and Water of Marengo, sold in perfume shops. The year 1923 was very special: the Felce Azzurra Eau de Cologne was born. The product enjoyed unprecedented success, even challenging French parfumerie, undisputed industry leader at the time. In the wake of this success, Paglieri released the talcum powder of the same name in 1926, which would forever define that era and remains a unique and inimitable product to this day.

The birth of a legend

A story that starts a long time ago

Back in 1876, Lodovico Paglieri inherited his father's small shop on Via Mazzini, in the Piedmont town of Alessandria. The shop sold cosmetics, wigs and fragrances and Lodovico had an idea to start producing products under the Paglieri name in a small laboratory that was very centrally located in Piazza Vittorio Emanuele. It turned out to be a fantastic idea as year after year, new perfumes, cosmetics and creams enjoyed great success with a limited but highly sophisticated clientele.

A story that starts a long time ago

Early success

Paglieri fragrances and cosmetics met immediate success with a highly demanding female clientele. The experience gained in the laboratory over those first decades was crucial for the new and far wider horizons of the years to come.

Early success