History in a Bottle | Milano Cento’s Journey Through the Decades

Through fragrance history, many vibrant threads have emerged woven with the essence of the past and the innovation of present markets.
With bold scents inspired by Italian fashion trends and cultural dynamics, Milano Cento captured the spirit of the era. Revived in 2016, the brand's resurgence harmonizes heritage with modernity, preserving its iconic scent while embracing contemporary tastes.
Join us as we embark on a fragrantly captivating journey through the history of Milano Cento, with exclusive glimpses into learning how to revive a fragrance brand with a rich heritage in the contemporary market!

Milano Cento's origins are set in the late 1980s, a vibrant time in fragrance history. What were the key cultural influences of that era that sparked the birth of Milano Cento?

The founders of the original Milano Cento business, Matt and Dean, drew inspiration from Italian fashion trends and the cultural dynamics of the late 1980s. This period was characterized by meticulous grooming, attention to detail, and the embrace of bold fashion statements. The tailoring styles of the time, including shoulder pads and Armani suits, symbolized strength and confidence. Milano Cento aimed to encapsulate this vibrancy by creating a fragrance that captured the same sense of empowerment and sophistication associated with these trends.

Milano Cento's brand inception involved a cultural dialogue between the founders' British roots and a love for Italian culture and lifestyle. Could you tell us more about how the British Fragrance Industry and market influenced Milano Cento?

Milano Cento's brand inception was influenced by a cultural dialogue between the founders' British roots and their admiration for Italian culture and lifestyle. While the fragrance industry in Britain provided a foundation of expertise and market insight, it was the allure of Italian fashion and lifestyle that inspired Milano Cento's unique identity. The founders' experience in retail and interior design sectors, coupled with their passion for fragrances, led to the creation of a scent that captured the essence of both British craftsmanship and Italian elegance.

With its signature fougère scent profile, how does Milano Cento's iconic composition reflect its initial launch period?

Milano Cento's iconic fougère scent reflects the bold and confident spirit of its initial launch period in the late 1980s. Inspired by influential fragrances of the time such as Kouros, Fahrenheit, and Jazz, Milano Cento sought to create a unique and captivating scent experience. The fragrance aimed to resonate with the dynamic cultural landscape of the late 80s, characterized by assertive powerhouse fragrances and a fashion landscape embracing strength and sophistication.

What was the process like for revamping Milano Cento in 2016?

The resurgence of Milano Cento began in 2015 with the creation of a one-off bottle as a nostalgic 50th birthday gift for Dean, the co-founder. This initial attempt revealed the potential for a proper revival of the fragrance. The process of revamping Milano Cento involved meticulous planning and strategic execution. From the selection of a modern-looking bottle design to sourcing an Italian gunmetal cap to endorse the brand's cultural inspiration, every detail was carefully considered. Despite modernizing the physical bottle, we deliberately retained the original logo and packaging style, incorporating elements like the marbling technique from the original design to maintain continuity and authenticity with the brand's heritage.

The fragrance's packaging and design have evolved throughout the decades. What were the key design updates integrated into the current fragrance market?

The evolution of Milano Cento's packaging and design reflects a delicate balance between honouring its rich heritage and meeting the demands of the current fragrance market. One of the key challenges was the unavailability of the original retro bottle design, prompting us to opt for a modern-looking bottle that would resonate with today's consumers. However, we made a conscious effort to retain the original logo and packaging style with minimal changes. We integrated the marbling technique from the original packaging into the new design, preserving a sense of continuity and authenticity. Additionally, we prioritized supporting local manufacturers and artisans, ensuring that the production process aligned with our values of quality, craftsmanship, and timeless elegance.

What are some key aspects to keep in mind when revamping fragrance brands with such rich history and heritage in today's market?

It's crucial to strike a balance between preserving the brand's essence and adapting to modern market trends. Key aspects to consider include maintaining the brand's authenticity, understanding the evolving preferences of consumers, and leveraging innovative marketing strategies to reengage with existing fans while attracting new audiences. Additionally, careful attention should be paid to product formulation and packaging design to ensure they align with current consumer expectations while honouring the brand's legacy.

How do you balance preserving the original essence of Milano Cento while adapting to current market trends and consumer preferences?

It requires a nuanced approach. While certain aspects of the fragrance may need to be updated to meet regulatory standards or appeal to modern tastes, it's essential to retain the core elements that make Milano Cento unique. This may involve making subtle adjustments to the formulation or packaging design while maintaining the fragrance's distinctive character and nostalgia-inducing qualities. By staying true to the brand's heritage while embracing innovation, Milano Cento can continue to resonate with both longtime fans and new generations of consumers.

The brand has built a cross-generational loyal fan base. Can you guide us through the evolution of consumer preferences over the decades of Milano Cento's existence?

During its inception in the late 1980s, Milano Cento primarily targeted a youthful, trendsetting male audience, offering bold and sophisticated scents to complement dynamic lifestyles. Since its relaunch in 2016, Milano Cento has experienced a resurgence in popularity among a new generation of consumers, transcending generational boundaries to captivate a broader demographic. While maintaining its appeal to young men, Milano Cento has also attracted mature males and even some women who appreciate its retro scent. The brand's iconic fragrance has remained essentially unchanged, with minor ingredient adjustments to meet regulations, ensuring continuity for loyal customers while appealing to evolving preferences.

Looking ahead, what are your aspirations for the future of Milano Cento, and how do you plan to continue building its legacy in the fragrance industry?

Our aspirations for the future of Milano Cento involve extending our product line, with a complete grooming range coming soon (to include a luxury shaving cream, razor, and shaving brush), as well as branded apparel and accessories later down the line. Eventually, we would like to broaden our range to include a second female or unisex fragrance and continue to increase our stockists while also retaining a level of exclusivity. We are committed to preserving the legacy of Milano Cento by staying true to its heritage while adapting to the evolving preferences of today's consumers. Through innovative product offerings, strategic marketing initiatives, and continued dedication to quality and craftsmanship, we aim to solidify Milano Cento's position as a timeless icon in the fragrance industry, cherished by generations to come.