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ABOUT INITIO
Fever. Addiction. Attraction. Desire. Happiness. Luck…
Is this the preface of a beauty manifesto? Or simply the magnetic words of a mantra that goes straight to the essential to say that fragrance is the most hard-hitting of all legal substances, with the power to kindle almost all the senses and overturn the laws of attraction in a matter of seconds…
Ignoring perfuming antics and the obsession to please at any cost, the Initio brand decided to go back to the instinctive basics of fragrance, to its magical and sacred dimension, in order to reinvent perfumery with a signature, perfumery with irresistible charisma. Beautiful, tenacious perfumery filled with opulence. Perfumery that gets under your skin, overflowing with emotion.
Suddenly, once again, fragrance becomes what it should have remained all along. A delight for those in the know, a sort of protective talisman capable of anything when it becomes one with the scent of the skin: “lighting up” the imagination, warding off bad luck, accentuating desire and enveloping the woman or man who wears it in a safe bubble or an aura of positive energy.