The Story
Why it exists.
The beginning
Jeunesse Il Giorno e La Notte was created by Giovanni Di Massimo and launched in 2010 by I Profumi di Firenze, a Florentine fragrance house founded in 1966. Its name points to the rhythm of youth across the hours, from daylight into evening. The composition captures that feeling through a crisp floral-fresh palette: Lily of the Valley, Bergamot, and Citruses open the day, while Jasmine, Lavender, and White Flowers keep it moving. Moss and White Musk settle the composition with a clean, powdery softness rather than a heavy trail. It is a portrait of freshness built for shifting moods, morning light and quieter hours alike.
The interesting part is the tension between brightness and restraint. Citrus and Bergamot give the opening its lifted, sparkling quality, while Lily of the Valley introduces a cool green floral edge. Jasmine and White Flowers make the heart generous without becoming syrupy, and Lavender adds an aromatic, powdery calm. At the base, Moss grounds the airy florals while White Musk keeps the trail close and clean. The result is a familiar floral language made distinctive by its citrus brightness, green character, and sheer daylight mood.
The evolution
The first impression is clean and quick, with citrus and Bergamot lifting the scent into a fresh, sparkling place. Lily of the Valley softens that brightness into a cool green floral note, like dew on stems in a sunlit garden. As the heart develops, Jasmine and White Flowers add a creamy floral fullness, while Lavender introduces a calm aromatic edge. The drydown becomes quieter and more personal. Moss gives it a faint earthy floor, and White Musk leaves a soft, powdery trace rather than a dramatic finish. Across a 4-6 hour wear, the scent moves from bright and awake to gentle and clean, settling close to the skin without becoming heavy.
Cultural impact
I Profumi di Firenze sits within a Florentine tradition of translating artistic heritage into place-based fragrance. Jeunesse Il Giorno e La Notte extends that philosophy into a youthful, day-to-night register, pairing a floral-fresh core with the clean lift of citrus. Its understated profile makes it easy to place in everyday rotation, while the green floral character gives it a distinct place within contemporary fresh floral scents.
The House
I Profumi di FirenzeI Profumi di Firenze is a Florentine fragrance house that translates the city’s artistic heritage into scented narratives. Founded by Dr. Giovanni di Massimo, a natural pharmacist and apothecary‑perfumer, the brand offers a modest catalogue that includes Magnifico 9 Zenzero e Peperoncino (2007) and Acqua Chiara (2000). Each bottle aims to capture a specific place, season or memory of Tuscany, inviting wearers to experience Florence through scent.
The Creator
Giovanni Di MassimoGiovanni’s technique centers on thin, transparent accords that let the heart of a botanical shine. He favors single‑note extractions—lavender, rosemary, bergamot—paired with subtle mineral bases derived from limestone or volcanic ash.
