Paglieri Company was founded in 1876 in Alessandria for the production of perfumes and it was in this laboratory that Felce Azzurra developed special olfactive blends. This brand strives to use perfume as a way to feel good, from body care to laundry and household cleaning. A world of scented notes will envelop your body and perfume your clothes. The mastery of Felce Azzurra brings the ancient and high-quality perfumery art into every gesture and ritual of everyday life: all the products of the line are developed with an in-depth knowledge of essences and an alchemy of combinations that can breathe new life into memories and emotions and give a feeling of well-being.
Felce Azzurra means tradition - gathered in 140 years of history - and handicraft, that of hands and noses capable of choosing and measuring essences. Felce Azzurra bears symbols that have already become iconic and have entered the collective imagination of several generations: the color blue, a nuance that arouses calm and beauty, the fern, an evergreen plant that symbolizes mystery, but above all its unique and inimitable fragrance . A combination of over a hundred ingredients from around the world, a formula that is still a secret and handwritten in a notebook passed down from father to son.
In 1923, success came with the launch of the first product under the Felce Azzurra brand, Eau De Toilette Felce Azzurra, an innovation ready to challenge the myth of French perfumery thanks to its unique scent and careful attention for the design of valuable packaging, which is renewed every year. The success of the brand continued and in 1926 the first talcum powder, a timeless icon, was born: a dream product that, thanks to its elegant casing and its intoxicating scent, evoked freshness and purity. The 1930s marked a renewal, both of the company and of society, developing the face powder Velluto di Hollywood, a refined product, symbol of a rediscovered beauty after the dark war years, the fruit of the American film industry and the charm of the stars. . The 1940s marked another turning point with a leap that took Felce Azzura from the limited range of perfume shops to large-scale retail: a strategy Paglieri chose to follow the wave of modern technologies and a new mass-market sourcing. It was then that the first personal hygiene product appeared: Bagno Felce Azzura, a beauty bath foam, a hug of seduction and well-being that quickly conquered the market.
Felce Azzurra products bring with them the beauty and art of the bodies using the products. For this reason, the company has always associated its essence with dream images: from the faces of Hollywood stars to the posters created by Gino Boccasile, an artist and advertising agent who managed to interpret the real spirit of the brand, evoking perfume and emotions at the same time. In addition to the charming portrait "La donna con i fiori" (The woman with flowers) made for Paglieri, Boccasile created for Felce Azzurra the sweet and cute picture of the girl with Talco, a classic poster from the 50s.
All ingredients and fragrances of Felce Azzurra products are guaranteed by the investment of the company's Research and Development department.Paglieri is the only one in its industry to also have a Perfumery Laboratory and in 1996 it was the first company to receive ISO 9002 certification from the Quality Certificate Institute for Chemical Industry The company currently adopts and maintains a quality certification system in accordance with the UNI EN ISO 9001:2015 standards. The quality of all products is strictly controlled through microbiological, physical and chemical analysis to check the parameters of both raw materials and finished products, so as to guarantee customers the highest level of safety. Paglieri went from a small perfume making studio to a production workshop and finally came to today's large scale industrial production, writing a story of passion and success that confirms it as a leading company in the wellness market.