Ciao by Houbigant (1980)

Launched in 1980, Ciao by Houbigant arrived with a name as spirited and international as the fragrance itself. The choice of the name "Ciao", the informal Italian greeting meaning both hello and goodbye, was bold, cosmopolitan, and deliberately charming. Pronounced "chow" (like the food), this single word captured a world of meaning—at once warm and casual, intimate and breezy, playful yet stylish. The word is Italian, and it instantly evokes imagery of cobblestone streets, spontaneous café conversations, Vespa rides through Rome, and the charismatic, carefree elegance of la dolce vita. It's a name that implies ease, vitality, and sensuality—a fitting prelude to the fragrance within.

Interestingly, Houbigant had trademarked "Ciao" as early as 1966, long before the fragrance's actual release. This early registration coincided with the influence of Enrico Donati, the Italian painter and sculptor who had married into the Houbigant family and eventually acquired controlling interest in the company. Donati's Italian heritage and his artistic sensibility may well have inspired the name—a cross-cultural nod that hinted at Houbigant’s increasingly international outlook, blending French tradition with Italian verve.

The marketing reflected this international spirit: “L’Élégance de Paris. The vitality of New York. La dolce vita di Roma.” This positioning gave Ciao a threefold personality. From Paris came sophistication and heritage. From New York, modern energy and boldness. And from Rome, romance, sensuality, and a carefree spirit. All of it was bottled in France, underscoring Houbigant’s enduring pedigree.