Benetton, a renowned Italian luxury fashion brand, was established in 1965 by four siblings of the Benetton family. Recognizing the growing demand for vibrant and colorful clothing, the eldest brother Luciano Benetton ventured into the business by purchasing a knitting machine. This marked the inception of the company, as it released its inaugural collection of stylish sweaters, which were initially sold by Luciano from the rear of his bicycle. The sweaters gained significant popularity within the region, prompting Luciano to invite his sister Giuliana and his younger brothers Gilberto and Carlo to establish the Benetton Group, responsible for supervising the company’s operations.
In 1966, Benetton inaugurated its first physical store in Belluno, Italy. Within a remarkably short span of three years, the brand expanded its presence, opening a store in Paris. Throughout the 1970s, Benetton’s vibrant clothing collection gradually permeated markets worldwide, solidifying the brand’s global reach.
Benetton’s advertising strategy underwent a unique transformation during the 1980s. Departing from the conventional approach of showcasing their fashion products, the brand initiated the iconic “United Colors” ad campaigns. Developed and captured by Oliviero Toscani, these campaigns featured a series of controversial images intended to raise awareness about social and political issues. Noteworthy among these images were depictions of a man afflicted with AIDS, a newborn baby still covered in blood, death row inmates, and the battle-worn pants of a soldier who perished in the Bosnian war. Remarkably, these advertisements steered clear of any direct product promotion, with only subtle placement of the company’s logo to indicate their commercial nature. While Toscani retired from the Benetton campaigns in 2000, the brand’s commitment to controversy and social activism has carried forward into the 21st century. The 2011 “Unhate” advertisements, featuring images of world leaders engaged in provocative kisses, exemplify Benetton’s enduring dedication to generating thought-provoking discussions.
Today, under the Benetton Group, the brand showcases clothing collections for both children and adults, alongside the brands Sisley and Playlife. The company’s retail stores are established in 120 countries, effectively reaching a global clientele. Complementing its fashion offerings, Benetton collaborates with Selective Beauty to produce perfumes for adults and children. The fragrance line was first introduced in 1987, with the debut of Colors de Benetton for men and women. Impressively, the designer brand has since developed an extensive fragrance base, comprising 100 distinct perfumes. Esteemed perfumers such as Valerie Garnuch-Mentzel, Christophe Raynaud, Alain Astori, Beatrice Piquet, Alexandra Kosinski, Richard Herpin, Annick Menardo, Corinne Cachen, Alexandra Carlin, Emilie Bevierre-Coppermann, Olivier Pescheux, Nathalie Feisthauer, Bernard Ellena, Jimmy Studer, Nicolas Beaulieu, Alexandra Monet, Jordi Fernández, Violaine Collas, Pierre-Constantin Guéros, Sonia Constant, and Bérénice Watteau have contributed to the development of Benetton fragrances, spanning from the initial release in 1987 to the most recent addition in 2023.
Benetton’s United Dreams Tonic is a distinctive fragrance designed exclusively for men. Introduced in 2020, this Citrus Aromatic scent showcases an invigorating blend of top notes including Bergamot, Tangerine, and…
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Benetton Pure Sport Women, created by the renowned house of Benetton, is an exquisite floral fragrance meticulously crafted for the modern woman.
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United Dreams Citrus by Benetton is an exquisite fragrance tailored specifically for the modern woman. Introduced in 2020, this captivating scent opens with a refreshing burst of zesty citruses and…
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Benetton Giallo Woman, created by the renowned brand Benetton, is an exquisite Floral Fruity fragrance designed exclusively for women. This captivating scent was first introduced in 2010, instantly captivating the…
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Colors de Benetton Woman Rose Intenso by Benetton is an exquisite Floral Fruity Gourmand fragrance designed exclusively for women. Crafted with precision, this fragrance is a testament to Benetton’s commitment…
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B. Clean Fresh by Benetton is a fragrant scent suitable for both women and men. This aromatic fragrance was introduced in 2002, exuding a sense of vitality and cleanliness. The…
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Colors de Benetton by Benetton is an exquisite amber fragrance designed specifically for women. Crafted with meticulous attention to detail, its top notes comprised of Israeli Basil, Egyptian Sage, French…
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B. Clean Relax, created by Benetton, is an exquisite aromatic fragrance crafted for both women and men. This timeless scent made its debut in 2002, capturing the essence of serenity…
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Benetton Nero by Benetton is an exquisite Woody Aromatic fragrance designed specifically for men. This captivating fragrance was first introduced in 2011, combining a harmonious blend of notes to create…
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B. Clean Soft, created by Benetton, is an exquisite fragrance crafted for both women and men. Introduced to the market in 2002, this Citrus Aromatic scent offers a refreshingly sophisticated…
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B. Clean Soft, a fragrance by Benetton, is a delightful Citrus Aromatic scent designed for both women and men. This captivating fragrance was introduced to the market in the year…
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The fragrance known as United Colors of Benetton Unisex by Benetton is a tantalizing blend of floral, woody, and musk essences that resonates with both women and men. Introduced in…
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Benetton Sport Women, crafted by the revered brand Benetton, is a remarkable Floral Green fragrance specifically designed for the sophisticated modern woman. This extraordinary fragrance made its debut in the…
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B. United Woman by Benetton is an exquisite amber floral fragrance designed specifically for women. This enchanting fragrance was first introduced to the market in 2004. The mastermind behind its…
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B. United Woman, created by Benetton, is an exquisite Amber Floral fragrance designed exclusively for women. Its inaugural launch took place in 2004, captivating the senses with its delightful blend.…
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Sweet Dreams Love Yourself, created by Benetton, is an exquisite Floral Fruity fragrance specifically designed for women. This captivating scent was first introduced to the world in 2017, making a…
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Benetton Cold, a fragrance crafted by Benetton, embodies a refreshing blend of Citrus and Aromatic elements that appeals to both women and men. Introduced in 1997, this timeless scent is…
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Benetton Cold by Benetton is an exquisitely crafted fragrance, suitable for both women and men, belonging to the Citrus Aromatic fragrance family. This sensational scent was first introduced to the…
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Benetton White Night Man, created by the renowned brand Benetton, is an exquisite aromatic fragrance designed exclusively for men. Its refined composition was introduced to the market in the year…
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Hot Gold, a fragrance for women, was introduced by Benetton in 2012. This Floral Fruity scent embodies a harmonious blend of elegant and enticing notes. The opening unveils a refreshing…
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Benetton White Night Woman, crafted by the esteemed brand Benetton, is a captivating fragrance belonging to the Floral Fruity category, designed exclusively for women. This exquisite creation made its debut…
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Sisterland Pink Raspberry, created by Benetton, is an exquisite floral fragrance designed exclusively for women. Launched in 2021, this fragrance offers a delightful blend of carefully chosen notes that beautifully…
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Sisterland Blue Neroli by Benetton is an exquisite citrus fragrance designed exclusively for women. With its fresh and invigorating scent, it has quickly emerged as a beloved choice among fragrance…
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United Colors of Benetton Man, created by the esteemed brand Benetton, is a captivating fragrance that falls under the category of Woody Aquatic scents, designed specifically for men. This exceptional…
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United Colors of Benetton Man, created by the renowned brand Benetton, encompasses a captivating aromatic experience specifically designed for men. This exquisite fragrance was introduced to the market in the…
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United Dreams Green Cactus For Him, introduced in 2023, is a captivating fragrance exclusively designed for men. Crafted by the renowned perfumers Pierre-Constantin Guéros and Emilie Bevierre-Coppermann, it showcases a…
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Funtastic Sweet Fruits for Girls by Benetton is an exquisite Floral Fruity fragrance curated specifically for the sophisticated tastes of women. First introduced in the year 2000, this captivating scent…
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We Are Tribe by Benetton is an exquisite cologne designed exclusively for men. Crafted as a fresh addition to the fragrance market, We Are Tribe made its grand debut in…
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Funtastic Sweet Fruits for Girls, developed by Benetton, is a delightful Floral Fruity fragrance designed for the modern woman. This captivating scent was introduced in the year 2000, showcasing the…
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We Are Tribe by Benetton is an innovative Woody Aromatic fragrance exclusively designed for men. This distinctive scent has been recently introduced to the market in 2022, offering a fresh…
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