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Acqua di Parma, which long ago is a great favorite in the perfume world, began as a small perfume factory in Parma. The very first fragrance, named Colonia, was created in 1916 in Colonia, and was initially manufactured to perfume the men's handkerchiefs. This meant that Colonia became a symbol of Italian "chic". The 1930 and 50 are described as a "Golden Age" for the Acqua di Parma Colonia, which reached great success among the upper classes. American and European celebrities became passionately in love with the fragrance, some of which were Cary Grant, Ava Gardner Eva Turner, and later also the fashion icon Audrey Hepburn. From a small perfume factory, Acqua di Parma grew to present several feminine fragrances and an interior collection with towels, bath robes and handmade leather products. Over the years, Acqua di Parma lost its popularity and had to fight to survive.
At the beginning of the 1990 century, three Italians with great influence decided to revive the Italian perfume culture and to achieve this they began with Acqua di Parma. These three lords were Diego Della Valle (Tod SPA), Luca Cordero Di Montezemolo (Ferrari) and Paolo Borgomanero (La Perla). They relaunched the classic fragrance and started several new projects within the company. In the search for investors, the three men signed contracts with the company LVMH, which at the year 2003 had the power of attorney over Acqua di Parma. Hollywood was once again interested in the small but proud Acqua di Parma. The brand is popular than today and popular with many famous faces such as Kevin Costner, Woody Allen and Sharon Stone.
Acqua di Parma's fragrances are timeless classics, symbolising luxury, elegance and glamour for both men and women. The fragrances are still produced in their native Italy, headquartered in Milan. Acqua di Parma celebrated 101 years now in 2017 and will continue to offer us luxurious, innovative fragrances for a long time to come!