Abu Dhabi, United Arab Emirates – 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 travelling 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.
collaboration was celebrated with a curated event at the St. Regis Hotel’s legendary
Abu Dhabi Suite, which was decorated in a style inspired by the perfumer, and featured
a unique perfume room where guests were given a personal fragrance experience
by a team from ACQUA DI PARMA.
event also saw the screening of a specially commissioned short film showcasing
the partnership. Depicting a guest on an Etihad flight admiring the plush surroundings
of his Business Class seat, the film shows him being instantly transported on a
sensory journey to the landscapes of Italy by taking in the scent of ACQUA DI
PARMA’s famous Colonia fragrance offered onboard.
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.”
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.
& 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 inflight experience.
this partnership through an exclusive selection of products in The Residence,
First and Business Class, centered around our signature Colonia fragrance, was a
highly anticipated extension and development of this long-term association. I
see this partnership as an enhancement of a relationship founded on the same
shared values of excellence and quality, and the perfect opportunity to bring
the Italian warmth and refined elegance over the world in the most gratifying
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.
the colour 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.
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.
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.
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.
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.”
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