10:10 AM in Sicilia

The Verdict

Kenzo 10:10 AM in Sicilia was created by Sophie Labbe of IFF in 2011, released exclusively at international airports as a travel retail offering. The name and concept evoke the luminous morning atmosphere along Italy's southern coastline at a specific moment in time -- a Mediterranean snapshot captured in fragrance. The community finds it charming but ultimately insubstantial.

Fragrantica users describe it as a pleasant citrus-woody composition with the typical Kenzo softness, while Osmoz reviewers praised its Mediterranean character. However, the consistently weak performance ratings -- 2.62 out of 5 for longevity and 2.17 out of 4 for sillage on Fragrantica -- confirm that 10:10 AM in Sicilia evaporates almost as quickly as a real Sicilian morning fades into afternoon.

What It Smells Like

The opening is the fragrance's strongest and most appealing phase. Grapefruit provides bright, slightly bitter citrus freshness, while mandarin adds sweeter, rounder citrus warmth. Bergamot ties them together with its characteristic aromatic quality. The effect is sunny and refreshing, immediately evoking Mediterranean warmth and orchard brightness.

The heart develops gently into a green, slightly earthy territory. Fig tree contributes a distinctive creamy-green quality with woody-milky undertones that is the composition's most interesting element. Freesia adds clean, peppery floral sweetness, while peony provides a soft, rosy quality. Fragrantica reviewers noted that the fig note gives it an olive tree quality, slightly bitter and very refreshing, but the entire heart phase is notably quiet.

The base offers clean woody grounding through Virginia cedar and vetiver, which together provide a dry, slightly smoky finish that is pleasant but fleeting. Multiple reviewers noted that the fragrance becomes essentially a skin scent within an hour or two, making the cedar-vetiver base more theoretical than experiential for most wearers.

When to Wear It

This is a summer morning fragrance by design and execution. Hot weather, beach days, vacation mornings, and casual warm-weather outings represent its ideal settings. The light, refreshing character works beautifully in contexts where fragrance is meant to complement rather than announce.

The minimal projection and brief longevity make it unsuitable for any occasion requiring lasting presence or memorable impact. It functions essentially as a pleasant personal refresher rather than a traditional wearing fragrance.

Longevity & Projection

Performance is 10:10 AM in Sicilia's fundamental weakness. Fragrantica's community ratings of 2.62 out of 5 for longevity and 2.17 out of 4 for sillage paint a clear picture. Reviewers consistently report 3 to 4 hours of longevity at best, with sillage that stays close to the skin from the moment of application. One reviewer described the strength as soft with the scent keeping close to the skin throughout its wearing. The Eau de Toilette concentration and the predominantly citrus composition explain the fleeting nature, but the fragrance's brief existence limits its practical value.

The Community Says

Fragrantica reviewers appreciate the concept while lamenting the execution. One described it as a charming summer scent with juicy grapefruits, soft peony, and vetiver that is bright and sunny, but added it is rather ordinary and not natural enough, not evoking a real garden but coming across as very perfumy. Another noted it is a nice citrus-woody fragrance for warmer weather if you are tired of sweet fruity florals. Osmoz gave it 4 out of 5 stars, with users calling it amazing and inspirant. The Fragrantica forums include users seeking substitutes for this discontinued scent, suggesting that despite its limitations, it earned genuine affection from those who discovered it.

Who Should Buy This

10:10 AM in Sicilia suits travelers and warm-weather casual wearers who value pleasant, momentary refreshment over lasting fragrance performance. If you enjoy the idea of a sun-drenched citrus-fig scent as a mood enhancer rather than a traditional perfume, it delivers on that specific, modest promise.

The fragrance has been discontinued, making it difficult to find at reasonable prices. Anyone seeking longevity, projection, or value for money should explore the many superior citrus-woody alternatives available from both designer and niche houses.

The Bottom Line

Kenzo 10:10 AM in Sicilia is a charming conceptual fragrance that captures a specific Mediterranean mood with pleasant citrus-fig-woody notes but cannot sustain the illusion beyond a few fleeting hours. Its beauty lies in the momentary impression rather than the lasting experience. As a travel retail exclusive that has been discontinued, it now exists primarily as a pleasant memory for those who discovered it in an airport and a curiosity for collectors.