Acqua di Parma, an esteemed Italian fragrance manufacturer, is embarking on a strategic transformation, culminating in the appointment of actor Michael Fassbender as its inaugural brand representative. This move, carefully termed a 'substance choice' by CEO Giulio Bergamaschi, aims to fortify the brand's enduring values rather than chase fleeting trends. In parallel, the company is intensifying its global reach, with a particular focus on the burgeoning markets of Asia, the Middle East, and North America, leveraging immersive experiences like Italian-themed pop-up cafes to connect with a diverse and evolving clientele. This dual approach underscores Acqua di Parma's dedication to preserving its rich heritage while adapting to the contemporary luxury landscape.
Acqua di Parma Unveils New Strategy: Fassbender, Fragrance, and Global Presence
In a significant announcement, Acqua di Parma, a distinguished Italian fragrance house with over a century of history, has revealed that it will feature renowned actor Michael Fassbender as its first brand representative. Giulio Bergamaschi, the CEO of Acqua di Parma, emphasized that Fassbender's role transcends that of a typical celebrity endorsement, describing him as a 'choice of substance' intended to deeply resonate with the brand's core identity. This strategic decision aligns with the brand's continuous pursuit of authenticity and cultural credibility.
To commemorate this new chapter, Acqua di Parma has introduced a limited-edition fragrance, 'Colonia Profumo Millesimato'. This exclusive scent takes center stage in the brand's 'The Art of Living Italian' campaign, which also features Italian actress Sabrina Impacciatore, celebrated for her roles in 'The White Lotus' and 'The Paper'. The campaign's visuals were captured in the historic Italian city of Parma, the birthplace of the brand, reinforcing its deep Italian roots.
Bergamaschi affirmed that this new direction does not deviate from Acqua di Parma's long-standing philosophy of sprezzatura, which embodies effortless elegance. Instead, it represents an enriched expression of its values. He highlighted the brand's unwavering commitment to four fundamental pillars: exceptional quality, meticulous craftsmanship, a human-centric approach, and an undeniable sense of Italianity. These principles have been instrumental in establishing Acqua di Parma's prominent position in the fragrance market, characterized by its iconic sunshine yellow palette, the regal coat of arms of Marie Louise, Duchess of Parma, its distinctive Art Deco-inspired bottles, and elegant hatbox packaging.
Amidst a general slowdown in the global luxury sector, the luxury fragrance market has shown resilience. LVMH's third-quarter earnings report indicated a 2% increase in sales for perfumes and cosmetics, signaling a healthy performance for brands like Acqua di Parma. Bergamaschi noted a shift in consumer behavior, with luxury clients now prioritizing quality over fleeting trends, especially in the niche fragrance segment. He observed a growing appreciation among a new generation of consumers for high-quality ingredients and sophisticated extraction techniques, moving away from overtly strong or "loud" scents previously popularized by platforms like TikTok.
Acqua di Parma aims to deepen this understanding through enhanced in-store experiences, personalized customer service, and collaborations with esteemed partners such as Maserati, Le Petit Maison, and British designer Samuel Ross.
The brand's origins trace back to 1916 when its founder, Baron Carlo Magnani, created 'Colonia', a refreshing fragrance featuring notes of lemon, lavender, rose, rosemary, and patchouli. This original scent, a deliberate departure from the prevailing powdery and floral French perfumes of the era, remains a bestseller today. Its success has led to an expanded collection of variations, ranging from musky and woody to fresh citrus profiles. Another highly successful line is the 'Blu Mediterraneo' collection, which draws inspiration from the picturesque Italian Mediterranean coast, with fragrances named after iconic locations like Amalfi, Capri, Sicily, and Panarea. Bergamaschi also noted a rising trend among younger consumers who enjoy experimenting with fragrance layering.
In recent years, Acqua di Parma has successfully cultivated new customer bases in Asia, the Middle East, and North America. This expansion, partly influenced by changing consumer habits during the Covid-19 pandemic, has been characterized by a balanced gender demographic. While the brand has historically been associated with masculinity in Europe, its global outreach has successfully positioned it as a gender-neutral fragrance option, reflecting a 50-50 demographic split worldwide.
A key element of Acqua di Parma's international strategy is to authentically convey Italian culture without resorting to superficial gimmicks. Bergamaschi has identified hospitality as a universal language through which Italian essence can be globally communicated. This approach led to the opening of a café pop-up in Milan in 2022, followed by the 'Yellow Café' in Seoul in June 2025. Additionally, a temporary café experience was launched from September to November 2025 at Bloomingdale's in Dubai Mall, offering Italian coffee served in distinctive yellow and white ceramic cups, with tables adorned by the brand's candles and diffusers.
These café initiatives tap into a growing trend, particularly appealing to Middle Eastern consumers who often prefer non-alcoholic beverages, and to younger generations who favor matcha over traditional cocktails. These pop-ups have quickly become popular Instagram destinations, providing consumers with an organic and engaging way to interact with the brand.
The Acqua di Parma Caffettino is set to continue its travels throughout the year, celebrating the brand's 110th anniversary. Bergamaschi noted that these pop-ups naturally generate excitement, aligning with the brand's preference for authentic engagement over heavy reliance on social media. While avoiding elaborate influencer events, Acqua di Parma does collaborate with selected content creators on TikTok to promote its fragrances.
Bergamaschi joined Acqua di Parma in March 2023, bringing a wealth of experience from Loro Piana, where he served as strategic missions director for a year. Prior to that, he spent 18 years at L'Oréal Group, holding various positions across Italy, France, and China. He credits L'Oréal for his comprehensive understanding of the beauty market and for introducing him to the Asian market. His tenure at Loro Piana, though brief, instilled in him an profound appreciation for uncompromising quality and the relentless pursuit of excellence.
Despite this being a year of celebration, Bergamaschi remains steadfast in his vision for Acqua di Parma: to maintain its discreet charm and unwavering commitment to its Italian heritage, without any compromises.
The strategic appointment of Michael Fassbender as a brand representative, combined with a focused global expansion through experiential marketing, marks a pivotal moment for Acqua di Parma. This approach underscores a broader shift in the luxury fragrance market, where authentic brand storytelling and a deep connection to heritage are increasingly valued by discerning consumers. The emphasis on 'substance over virality' and the creation of immersive cultural experiences suggest a thoughtful and sustainable path for the brand's future growth and enduring appeal.
