Chrome Pure

Its love story with men around the world began with the creation of Azzaro pour Homme before continuing, in 1996, with the arrival of the emblematic fragrance Chrome. So, 10 years after the release of this first installment, Azzaro decided to reinterpret it as a new version named Chrome Pure.

Chrome Pure, the embodiment of the new Azzaro generation

Since its launch, the fragrance Chrome has illustrated authentic and natural relationships between generations of men. It evokes shared moments that are forever unforgettable, like those of Loris Azzaro with his grandson. Indeed, the house's creator was always keen to incorporate a social dimension into his fragrances. He put a little of his personal story into them while conveying a message. It is therefore entirely logical that the house now addresses a new generation of men. More modern than before, this innovative juice still revolves around the theme of fresh newness. It simply speaks to a new audience, as if to pass itself on once again from generation to generation. Everything about it is airy. Moreover, its name Chrome comes from the Greek Chroma, which means color. Loris Azzaro wanted it to echo the color of the sea, the open air, purity, freshness… The Chrome collection has thus always conveyed a sense of fullness and calm. And, as its name suggests, this effect seems only to have intensified with the creation of the new Chrome Pure.

Azzaro's heightened freshness

Chrome Pure inevitably evokes its predecessor. This is noticeable even in its bottle. Chrome Pure comes in a square container, slightly curved on the side, offering a perfect grip. Its formerly metallic blue color has given way to a white lacquer symbolizing purity. The whole is still topped with a silver-tone metal cap, which for Azzaro symbolizes nobility and perfection. What is more, the assembly is crowned with a signet-ring-shaped chevron for a resolutely masculine result. Chrome Pure then carries the wearer toward new horizons, toward greater modernity. With it, contemporary life is lived with purity. It is like a walk in the open air and sounds like a breath of freedom and an ultra-fresh breeze in everyday life. Thus, although it is very contemporary, it seems more than ever to reconnect with men's love for ultra-airy fragrances, such as the Eaux de Cologne of the past. Beneath its present-day appearance, it is thus perceived as a sort of return to one's roots.