Acqua di Gioia

Giorgio Armani launched Acqua di Gioia in June 2010, a women’s eau de parfum signed by Anne Flipo, Dominique Ropion and Loc Dong, inspired by his stays on Pantelleria and Antigua. The house describes it today through crushed mint, primofiore lemon from Calabria, a water jasmine and a base of cedar, labdanum and brown sugar.

Brand: Armani
Launch year: 2010
Perfumers: Anne Flipo
Dominique Ropion
Loc Dong
Gender: Women
Olfactory family: Floral
Concentration: Eau de Parfum
EAN: 3605521172648 (30 ml) · 3605521172587 (50 ml) · 3605521172525 (100 ml)

Published September 16, 2026 · Updated September 23, 2026

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Giorgio Armani launched Acqua di Gioia in June 2010, a women’s eau de parfum composed by Anne Flipo, Dominique Ropion and Loc Dong. Marc Menesguen, who then headed L’Oréal’s luxury division, the group that produces the brand’s fragrances, spoke of a strategic launch, according to WWD.

Two islands as a starting point

The designer says he drew inspiration from his stays on Pantelleria and Antigua, two islands where he has owned vacation homes for years: places to escape to and recharge, in the midst of nature, far from everything else.

He describes the fragrance’s woman as strong, serene and free, in perfect harmony with nature, and says he wanted a scent rooted in nature and in water, two elements the name brings together: Acqua di Gioia, water of joy.

In the wake of Acqua di Giò

The name echoes Acqua di Giò, whose women’s and men’s versions have been selling since the mid-1990s. For Now Smell This, Acqua di Gioia is the latest fresh offering from a brand that built part of its success in that register.

What the house says today

Armani now presents Acqua di Gioia as the essence of joy, drawn from nature: a fresh floral fragrance with spring flowers, intended for sunny days. The line also includes an Intense eau de parfum, which the house describes as fruity and citrusy.

Olfactory pyramid

Top notesThe first minutes
- Mint
- Lemon
Heart notesThe heart of the perfume
- Jasmine
Base notesWhat lingers

Composition

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What critics say

In 2012, Angela of Now Smell This smelled a tart lemon zest over a sweet mojito, a 1990s-style marine background and a lingering brown sugar; she granted it real presence, without making it her fragrance.

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Longevity

Sillage

Season

Occasion

Resembles

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The advertising

From Emily DiDonato to Greta Ferro

In 2010, model Emily DiDonato embodied the launch; in 2022, Italian actress Greta Ferro posed in Sicily for the duo Hunter & Gatti.

For the 2010 launch, Giorgio Armani chose model Emily DiDonato. According to WWD, Fabien Baron worked with the designer on the print campaign and the film, both shot in Hawaii; Now Smell This shared the sixty-second commercial in the spring.

The film shows her making her way through rain-soaked vegetation before running toward a deserted beach and rolling in the waves. It is set to Arrival of the Birds, a piece by the Cinematic Orchestra.

In June 2022, Italian actress Greta Ferro, an Armani beauty ambassador since 2018, became the face of the fragrance. The duo Hunter & Gatti photographed and filmed her in Sicily, notably at the Scala dei Turchi, alongside model Aleksandar Rusic.