1971 - 1980

In Italy the first 70 years of the century are those of the energy crisis and of "austerity". While internal consumption suffered a decrease, "Made in Italy" is affirmed in foreign countries, a concept that became  synonymous to a world of style and elegance. From fashion to design, from food to jewellery, passing from shoes to sporty automobiles, the Italian products arrived in the most remote parts of the world. The Italian stylists started to create their first fragrances: Gucci in 1974, Trussardi in 1976, Mila Schön in 1979, Krizia in 1980. Firms such as ICR were founded in 1975 (to become ITF in 2002), Euroitalia, Florbath.

The end of the decade saw a change of perspective in productive sectors: it was not enough to just produce and sell, it was necessary to analyse the market and consumer behaviour in order to fulfil their expectations and therefore optimize profitability. Also for fragrance the most important point was the message it transmitted. In these years conflicting life styles emerged, quite a lot tendencies coexisted: feminism, return to nature, gay movement, punks, neo-romanticism. Men distinguished fragrance from aftershave, and eau de toilet and real masculine fragrances appeared.

1981 - 1990

In Italy and in foreign countries, the figure of the "yuppie", of the rampant manager arrived: men and women were to fight elbow to elbow in the race for personal realization, with the same amount of grit and determination. Women affirmed and consolidated their professional conquests. It was the period in which Italian stylists like Versace and Armani in 1981, Missoni in 1981, Ferrè in 1985, Fendi and Benetton in 1987, Laura Biagiotti in 1988 and Valentino in 1990 signed their first creations in the olfactory field. In 1981 Hanorah was founded.

Concepts such as "multiform" beauty appeared, affiliation to a "clan" for ones attire, hair-style, and fragrance. It was the explosion of  body building: the body had to be an expression of agility and effectiveness. Masculine fragrance exalted the male body, while women underlined their success in the job field with strong fragrances.

1991 - 2000

These were the years of "globalization." Now connected by internet, by satellites, by cellular telephones the inhabitants of the global village developed dress styles, music and language from destinies often as strong as they were ephemeral so much so that fashions were inspired, without a real dominant tendency.

In Italy Acqua di Parma was launched, and Bulgari and Ferragamo proposed their first fragrances to the market. Affirming their affiliation to a group, or one "tribe", the young generation often adopted a unisex style.
The appearance of ecology movements and the success of non traditional medicines expressed a general aspiration towards naturalness and gentleness. New fragrances recalled water with fragrances defined marine, aquatic, vegetable. Some perfumes softly united the senses of taste and smell: vanilla, caramel, milk in an evocation of the world of infancy. A great olfactory difference could be noticed: thanks to methods both economically and technically more performance orientated, our olfactory environment, even to the rarest fragrances, can be reproduced both from the fragrance and the aroma industry.