Why Azzaro’s “The Most Wanted” Speaks to a New Generation of Scent Lovers

In exploring how leading fragrance houses are meeting the diverse needs of today’s scent lovers—men and women alike—I turned my attention to Azzaro, a brand long celebrated for its confident, contemporary approach to classic scent design. 

The reason is clear: African American men are among the most powerful drivers of the U.S. fragrance market, accounting for more than 22% of all fragrance spending despite representing a smaller share of the population. Their deep appreciation for scent—expressed through hundreds of millions of dollars spent annually on colognes and signature blends—continues to set trends and shape the industry’s direction.

Equally influential are African American women, who often purchase colognes and luxury fragrances as meaningful gifts for husbands, partners, brothers, and sons. These expressions of love and pride, especially around holidays and special occasions, sustain the fragrance economy and encourage innovation in scent design.

At the same time, the boundaries of “men’s” and “women’s” fragrances are fading. More women are embracing the boldness and depth of colognes traditionally marketed to men—choosing spicy, woody, and amber-rich scents that convey sophistication, strength, and individuality. For many, a fragrance like “Azzaro The Most Wanted” becomes more than a scent; it’s an act of self-expression and empowerment, proving that truly great fragrance transcends gender.

Azzaro stands out as a timeless example of this evolution. 

Founded by Loris Azzaro, the house has built a legacy of crafting charismatic, unforgettable perfumes. Its celebrated “The Most Wanted” collection captures that spirit—engineered for those who refuse to go unnoticed. With its sleek, barrel-shaped black bottle and magnetic aroma, it embodies confidence, allure, and the art of leaving a lasting impression.