Etihad Airways will be bringing a touch of Italy on board following a major partnership deal 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.
The new 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.
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 and 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."
In The Residence, the airline’s revolutionary three-room cabin on Airbus A380 aircraft, 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 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.
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.
Celestino added: “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.
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. - TradeArabia News Service
Etihad to offer Acqua Di Parma products onboard
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