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.
Let’s Move by Benetton is an exquisite Aromatic Fougere fragrance crafted for the discerning man. Introduced in 2012, Let’s Move captivates with its alluring blend of scents, expertly formulated by…
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Tribu by Benetton is an exquisite floral fragrance tailored specifically for women. Its creation dates back to 1993, and the gifted perfumer behind this masterpiece is none other than Bernard…
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Paradiso Inferno Pink, a delightful floral fragrance designed exclusively for women, is a timeless creation by Benetton. Released in 2004, this scent embodies elegance and sophistication. Opening with invigorating top…
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Colors de Benetton Woman Blocks Purple by Benetton is an exquisite citrus fragrance specially crafted for women. Gracing the market in 2019, this fragrance is a delightful concoction that captures…
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Benetton presents United Dreams Open Your Mind, an exquisite Floral Fruity fragrance specially crafted for women. This enticing scent made its debut in 2015, showcasing its alluring blend of notes.…
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Let’s Move by Benetton is an exquisite Aromatic Fougere fragrance created specifically for men. Introduced in 2012, this remarkable scent was expertly crafted by the talented nose of Olivier Pescheux.…
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B. United Man by Benetton embodies a distinct blend of aromas specifically crafted for men. Introduced in 2004, this fragrance was expertly created by the perfumer Valerie Garnuch-Mentzel. The top…
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Funtastic Wild Citrus for Boys by Benetton is a captivating citrus fragrance designed specifically for the sophisticated taste of men. Its distinctive formulation, launched in the year 2000, showcases the…
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Colors de Benetton Woman Blocks Purple by Benetton is an exquisite citrus fragrance designed exclusively for women. This elegant scent made its debut in the year 2019, captivating the senses…
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United Dreams Open Your Mind by Benetton is a captivating fragrance designed exclusively for women. Its beautifully balanced composition combines the refreshing essence of citrus with the luscious aroma of…
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Dream Big by Benetton is an exquisite Woody Aromatic fragrance specifically crafted for the modern man who exudes confidence and ambition.
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Happy Green Iris by Benetton is an exquisite floral fragrance specially designed for women who appreciate elegance and sophistication. Launched in the year 2020, this exquisite perfume encaptures the essence…
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United Dreams One Summer by Benetton is a captivating scent crafted specifically for men. Launched in 2020, this fragrance falls under the Citrus Aromatic category. Its carefully selected top notes…
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B. United Jeans Woman by Benetton is a sophisticated Floral Green fragrance specifically designed for women. This exquisite scent was introduced to the market in 2007, captivating the senses with…
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Colors de Benetton Man (Original), curated by the renowned fashion brand Benetton, embodies an inviting and distinctive scent characterized by its warm amber notes. This exquisite fragrance, specifically designed for…
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United Dreams One Summer 2019 by Benetton is an invigorating Citrus Aromatic fragrance expertly crafted for the modern man. Released in 2019, this fragrance encompasses the essence of a refreshing…
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Introducing Just United by Benetton, a captivating fragrance tailored for men. This exquisite scent was first introduced to the market in 2016. With its unique blend of top, middle, and…
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Perfect Yellow Magnolia by Benetton is a sophisticated Floral Fruity fragrance designed exclusively for women. This exquisite perfume was first introduced to the market in the year 2020. The fragrance…
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B. United Man by Benetton is an exquisite aromatic fragrance specifically designed for the sophisticated modern man. Its creation dates back to 2004, masterfully crafted by the talented perfumer Valerie…
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Dream Big by Benetton is an exquisite fragrance specially crafted for women. Introduced in 2016, this unique scent embodies the essence of ambition, grace, and limitless potential. The fragrance exudes…
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United Dreams Together for Her, an exquisite offering from the renowned brand Benetton, is a captivating Floral Fruity fragrance designed for both women and men. This extraordinary scent made its…
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Dream Big by Benetton is an outstanding Woody Aromatic fragrance designed exclusively for men.
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Benetton Bianco, a creation by renowned brand Benetton, is an exquisite Floral Fruity fragrance tailored specifically for women. This enchanting scent was first introduced to the market in 2011, captivating…
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Super Dreams Aim High is an exquisite aromatic fragrance meticulously crafted for the sophisticated modern gentleman. Introduced in 2020 by Benetton, this captivating fragrance offers a harmonious blend of invigorating…
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United Dreams One Summer by Benetton is an enchanting fragrance designed specifically for men. This invigorating Citrus Aromatic scent was introduced to the market in 2020, capturing the essence of…
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Introducing Colors de Benetton Man Holo, a captivating Amber Fougere fragrance designed exclusively for men. Launched in 2020, this sophisticated scent encompasses a harmonious blend of carefully selected notes. The…
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Paradiso Inferno Woman by Benetton is an exquisite Amber Floral fragrance, specially designed for women with refined tastes. It made its debut in 2001, captivating the senses with its captivating…
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Colors de Benetton Man (Original) by Benetton is an exceptional amber fragrance designed specifically for the sophisticated modern man. It was first introduced to the market in 1988, offering a…
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Just United by Benetton is an exquisite fragrance designed exclusively for men. This timeless scent was introduced to the market in 2016, captivating individuals with its unique blend of aromatic…
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Perfect Yellow Magnolia by Benetton is an exquisite Floral Fruity fragrance specially created for women. This captivating scent was introduced to the market in 2020, promising an unforgettable olfactory experience.…
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