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CEO Talks: Acqua di Parma’s Laura Burdese Wants to ‘Yellow-fy’ the Market

MILAN — According to chromo therapy, the color yellow is considered to incite positive feelings like optimism, courage and vitality, in addition to encouraging communication. Although each person can react to the color spectrum differently, such properties perfectly fit with Laura Burdese, chief executive officer and president of Acqua di Parma, the Italian niche fragrance label globally known for its signature yellow hat box packaging. Controlled by LVMH Moët Hennessy Louis Vuitton since 2001, the brand hit the market way before niche scents became hot in the beauty industry and their demand boomed among consumers worldwide, who are increasingly looking for newness and exclusivity. Just like today’s customers, in 1916 Italy native Baron Carlo Magnani was in search of a different scent and commissioned a perfume artisan in the Italian town of Parma to create a cologne, which resulted in the now-iconic Colonia scent, still the jewel-in-the-crown in the Acqua di Parma collection. Offered in a timeless, Art Deco glass bottle, the scent rose to popularity in the Thirties and gained international success in the Fifties, when bespoke tailors’ shops used to spritz the fragrance on made-to-measure suits before handing them to their high-end clientele, including Hollywood actors of the time. Acqua di Parma’s Colonia.  Courtesy

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