Acqua di Parma

Acqua di Parma is an Italian perfumes company. It was founded in 1916 and began in the city of Parma in a small perfume factory. It was popular in the '30s and '40s in Europe and it was not until the 1990s that it had its comeback. The comeback was financed by Tod's owner Diego Della Vale, Luca Montezemolo of Ferrari, and Paolo Borgomanero, a shareholder of La Perla. The company was eventually acquired by LVMH in 2001, though all Acqua di Parma perfumes are still hand-distilled on location in Italy.

At the time of the perfume company's birth, the majority of perfumes (most from Germany) were much stronger and heavier in composition, so Acqua di Parma was a welcome change. The company's original scent, Colonia, was intended to perfume the handkerchiefs of stylish and elegant Italian men. Later on, it grew in popularity, and several celebrities (including Audrey Hepburn, Ava Gardner and Sharon Stone, among others) enjoyed the now famous unisex scent, as it demonstrated their own elegance. In an effort to rescue the company's diminishing popularity, the three Italian businessmen introduced many new products, creating an extended line of handcrafted leather goods, aromatherapy products, linens, candles, and terrycloth bathrobes (many of which are supplied to various luxury hotels and cruise ship lines), as well as several new perfumes. The Acqua di Parma perfume and cologne range includes Blu Mediterraneo (Fico Di Amalfi, Arancia di Capri); women's scent Iris Nobile ^[2] ; variations on the popular original (Colonia Intensa and Colonia Assoluta); and Colonia itself ^[1] . The company still uses the famous cylindrical bottles, rounded boxes and bright yellow packaging today, tying back to its original historical roots, methods and production of goods.

"Acqua di Parma's fans include famous international celebrities, style mavens, and world leaders seeking to indulge in Acqua di Parma's coveted "way of life"—a lifestyle of elegance and understated sophistication that will always complement a classic-yet-contemporary cosmopolitan customer." ^[1]

External links

* [http://www.acquadiparma.com/ Acqudiparma.com official site]

^[1] [http://www.sephora.com/browse/brand_hierarchy.jhtml?brandId=Acqua%20Di%20Parma/ Acqua di Parma at Sephora.com]

^[2] [http://www.lifeinitaly.com/beauty/acqua-di-parma.asp/ lifeinitaly.com article]