In 1916, master perfumers created a new fragrance, named as Acqua di Parma, in a small perfumer’s laboratory in the old town centre of Parma. It was unusually fresh and modern for its time compared to popular German perfumes that were stronger and more intense. 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 as it was made exclusively with natural ingredients. Over the years, the popularity of Acqua di Parma continued to grow.
Products and Shops of Acqua di Parma in China
Acqua di Parma began by exclusively producing fragrance for male and its male fragrance still remains as one of its main products. The Acqua di Parma product line has since grown, with four Colonia series versions currently for sale: the original version, Essenza, Assolua and Intensa. In addition to its Colonia series fragrance, Acqua di Parma also provides fragrances for females in China, but has fewer styles, as shown in a recent market report in China.
After it was acquired by LVMH, the undisputed leader of the luxury goods sector, Acqua di Parma further enlarged its product range in China. Its new product line includes body scrub, body mist, face and body repairing concentrate, eye elixir and other related products.
Acqua di Parma’s claim to fame is the exclusivity of its products. Acqua di Parma products are made with the same dedication and expertise that earned them their initial success and remain as symbols for luxury. The fragrances are made with the most precious essences and extracts.
The Development of Acqua di Parma in China and its China Strategy
After joining the luxury giant, Acqua di Parma took full advantage of LVMH to facilitate its development. Other than the enlargement of its product line, Acqua di Parma also expanded its selling region in China. In addition to its locations in first rank cities such as Beijing, Acqua di Parma quickly expanded into smaller cities such as Shenyang, Ningbo and Chengdu. Currently, Acqua di Parma operates more than 10 stores in different cities in China.
Almost all of the shops of Acqua di Parma in China follow its China Strategy, keeping a style of elegance and low-profile extravagance. Its newly-opened store in Shanghai in September, 2012, is a great example. The shop also has its unique line of fragrance candles that reflect the delicate hand-made series of products and high quality that the brand is famous for. This is just the unique charm Acqua di Parma has for its loyal clients as well as potential consumers in China.
Daxue consulting China.