In 1916, master perfumers created a new fragrance in a small perfumer's laboratory in the old town centre of Parma. It was unusually fresh and modern compared to the perfumes of German origin, stronger and more intense, that were then so popular. This was the first real Italian eau de cologne, and it expressed a new sensibility. The most striking thing was the purity of the fragrance produced exclusively with natural ingredients. To this day, its composition has never been changed.
Over the years, the popularity of Acqua di Parma continued to grow. The iconic Art Deco bottle known and loved today was created in the 1930s and instantly saw Colonia become the perfume of the era. For Acqua di Parma international success came in the 1950s, when Hollywood film stars travelled to Italy and discovered Colonia in highly exclusive tailor shops, where it's unmistakeable Italian style and elegance was heightened. By the 1960s, Acqua di Parma had become an exclusive, high society perfume house.
In 1993 Luca Cordero di Montezemolo, Diego Della Valle and Paolo Borgomanero, worldwide known among most successful Italian entrepeneurs, invested in Acqua di Parma out of their desire to safeguard an ancient Italian tradition. Growth was rapid: the opening of the first Acqua di Parma boutique in 1998, in via Gesù, Milan, alongside better known names of high fashion and pret-o-porter, was followed by numerous counters in the most exclusive stores around the world. |
