The world's best-selling men's fragrance. Compare prices across UK retailers. Last updated: March 2026.
From £38 for 30ml · £0.76/ml best value
| Retailer | Price | Per ml | Shipping | |
|---|---|---|---|---|
| Amazon UK ★ Best Buy | £38.00 | £1.27/ml | Free (Prime) | Buy Now → |
| The Perfume Shop | £41.00 | £1.37/ml | Free over £20 | Buy Now → |
| Boots | £43.00 | £1.43/ml | Free over £25 | Buy Now → |
| Retailer | Price | Per ml | Shipping | |
|---|---|---|---|---|
| AllBeauty ★ Best Buy | £48.00 | £0.96/ml | £2.99 | Buy Now → |
| Amazon UK | £51.00 | £1.02/ml | Free (Prime) | Buy Now → |
| Superdrug | £54.00 | £1.08/ml | Free over £10 | Buy Now → |
| Boots | £57.00 | £1.14/ml | Free over £25 | Buy Now → |
| Retailer | Price | Per ml | Shipping | |
|---|---|---|---|---|
| Amazon UK ★ Best Buy | £76.00 | £0.76/ml | Free (Prime) | Buy Now → |
| AllBeauty | £78.00 | £0.78/ml | £2.99 | Buy Now → |
| The Perfume Shop | £84.00 | £0.84/ml | Free over £20 | Buy Now → |
| Boots | £86.00 | £0.86/ml | Free over £25 | Buy Now → |
| Superdrug | £82.00 | £0.82/ml | Free over £10 | Buy Now → |
Launched in 1996 and still the world's best-selling men's fragrance. Giorgio Armani's Acqua di Giò EDT is inspired by the island of Pantelleria — a Mediterranean marine scent that has defined "fresh" perfumery for three decades.
The opening is a burst of bergamot, neroli, and sea notes — instantly fresh and aquatic. It settles into a heart of jasmine, rosemary, and calone (the note that smells like the sea), before drying down to a light vetiver and musk base.
Performance is moderate: 4-6 hours on skin. It's a lighter fragrance by design — don't expect it to announce your arrival. It's about intimacy, not projection. Perfect for warm weather, summer holidays, and the gym.
Who should buy it: If you're a fragrance beginner, this is your entry point. If you already own it, you know why you keep coming back.
| Fragrance | Concentration | Character | Longevity | Price (100ml) |
|---|---|---|---|---|
| AdG EDT ← you're here | EDT | Fresh, marine, light | 4-6 hrs | £76 |
| AdG EDP | EDP | Patchouli-forward, darker | 6-8 hrs | £88 |
| Profondo EDP | EDP | Aquatic, mineral, deeper | 8-10 hrs | £95 |
| Profumo | Parfum | Incense, woody, intense | 10-12 hrs | £115 |
| Absolu | EDP | Smoky, rich, luxurious | 8-10 hrs | £105 |
Our recommendation: Start with the EDT. If you want more projection and longevity, Profondo is the best upgrade — it's substantially better in all metrics.
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Acqua di Giò is most heavily discounted in summer sales (July, Prime Day) and Black Friday (November). Boots runs fragrance promotions around Father's Day (June) and often offers 3-for-2 deals on gifting sets.
The fragrance is produced year-round but demand spikes in spring/summer, so prices tend to rise in April-May. If you're planning to buy for summer, buy in February-March at current prices.