Symbolising modern elegance and authentic Italian style, iconic brand ACQUA DI PARMA to fly high in The Residence, First Class, and Business Class cabins, and at flagship First Class Lounge & Spa.
Etihad Airways has launched a major new partnership with the Italian fragrance brand, ACQUA DI PARMA. From August, the UAE national airline will introduce a range of exclusive amenity bags and toiletries for its customers traveling in The Residence on its Airbus A380s, and on long-haul First Class and Business Class services. The iconic brand will also feature in the airline’s flagship First Class Lounge & Spa in Abu Dhabi.
Linda Celestino, Etihad Airways Vice President Guest Experience, and Delivery said: “ACQUA DI PARMA is universal in its appeal, effortlessly combining, traditional know-how, craftsmanship, and innovation with a modern Italian, yet very international flair. We could think of no better brand partner who stands for the same understated elegance, focus on design, luxury and warmth associated with Etihad as a world-leading airline. We look forward to exploring opportunities to expand our partnership even further.”
Etihad Airways’ association with ACQUA DI PARMA began in 2014 when the airline started offering the brand’s luxury toiletries in The Residence. Founded in 1916 in the historic city of Parma, and part of the LVMH Group since 2001, ACQUA DI PARMA has worked closely with Etihad Airways to tailor its unique products to each stage of the guest experience, on the ground and in the air, using its signature Colonia, a perfume with a formula which has remained unchanged for 102 years, along with a selection of additional fragrances in The Residence.
CEO & President of ACQUA DI PARMA, Laura Burdese, said: “After 102 years, ACQUA DI PARMA has become an icon of Italian style, the essence of sophistication and effortless elegance Italy is known for around the world. We are extremely selective when choosing brands to associate with, but partnering with a world-leading airline like Etihad was a natural choice due to its premium services and high-end in-flight experience.
The program was brought to life by Buzz, a global design company creating signature products and experiences for travelers. Buzz is excited to be working with two of these visionary brand partners to delight passengers with an experience that will redefine luxury travel.
In The Residence, the airline’s revolutionary three-room cabin on Airbus A380 aircraft flying from Abu Dhabi to London, Paris, New York, and Sydney, guests are provided with a bespoke range of fragrances and toiletries provided in their own private shower room, including a Colonia amenity kit. Colonia Pura is provided for men and Magnolia Nobile for women.
Yellow, the color synonymous with the Italian brand, is used for all First Class bags, while Business Class bags are offered in the same yellow, and also in black.
The First Class unisex cylinder bag contains a miniature bottle of Colonia, a 40ml body lotion, and lip balm. First Class toiletries include Colonia hand wash and hand cream, and Colonia bathroom amenity kits feature shower gel, body lotion, hair shampoo, and hair conditioner.
The Business Class unisex wallet bag, which can be buttoned to create a stylish and useful valet tray, contains a Colonia sampler and hand cream, which will also be dispensed in the Business Class washrooms.
Ms. Celestino adds: “Just as Etihad is not just simply an airline, ACQUA DI PARMA is more than just a fragrance. Both are respected and loved luxury brands. This partnership showcases refined Italian style and Arabian hospitality and we know it will prove very popular with our guests. The range of products chosen will enhance their comfort onboard and will also define their journey through this new sensory experience.
“It also highlights cross-cultural similarities and the importance of the sense of smell throughout everyday life, which can elevate the mood, and links fragrances to memorable experiences. The original Colonia was sprayed onto gentlemen’s tailored suits as a finishing touch, just as Oud would be anointed onto the Farokha tassel of an Emirati Kandora, or sprayed onto the Abaya.”
ACQUA DI PARMA products will also be offered in the washrooms and shower facilities at the airline’s award-winning First Class Lounge & Spa at Abu Dhabi International Airport.