How Acqua di Parma’s CEO Is Navigating the Future of Fragrance
Acqua di Parma continues to evolve, guided by CEO Giulio Bergamaschi, who blends heritage with innovation to keep the brand at the forefront of the global fragrance market.
The Vision of Giulio Bergamaschi
Since taking the helm in March 2023, Bergamaschi has steered Acqua di Parma toward a future where “quality, craftsmanship, human dimension and Italianity” remain the core pillars of the brand’s identity. He views Michael Fassbender’s partnership not merely as a marketing tool but as a strategic anchor that amplifies the brand’s narrative worldwide.
Key Strategic Pillars
- Quality & Craftsmanship: Continued emphasis on artisanal fragrance creation and premium packaging.
- Human Dimension: Deepening customer engagement through experiential pop‑ups and personalized service.
- Italianity: Maintaining authentic Italian heritage while expanding into new global markets.
- Innovation & Sustainability: Integrating eco‑friendly sourcing and digital marketing tactics.
Marketing Philosophy
“For me, Michael is beyond a remarkable acting talent,” Bergamaschi says. “He is a choice of substance that will nurture our equity and foundation rather than a viral choice. Of course, we expect that he will bring new attention to the brand and a cultural credibility that makes our message more precise, universal and authentic.”
The Art of Living Italian Campaign
Acqua di Parma’s latest campaign, Colonia Profumo Millesimato, showcases the brand’s signature “sunshine yellow” palette and celebrates the legacy of Marie Louise, Duchess of Parma. The campaign, shot in Parma, features Michael Fassbender and Sabrina Impacciatore, blending cinematic storytelling with authentic Italian aesthetics.
Highlights of the Campaign
- Limited‑edition fragrance launch: Colonia Profumo Millesimato
- Collaborative artwork with German Irish actor and Sabrina Impacciatore
- Film shoot in historic Parma, highlighting local culture and heritage
- Integrated social media strategy across Instagram, TikTok, and LinkedIn
Fragrance Line Expansion
In addition to Colonia Profumo Millesimato, the brand continues to nurture its best‑selling Colonia and Blu Mediterraneo collections, expanding into new scent profiles such as woody, citrus, and musky variations. The new scents are designed to appeal to both traditional fragrance lovers and younger, trend‑savvy consumers.
Pop‑up Cafés: Bringing Italy Worldwide
In 2022, Acqua di Parma opened its first café pop‑up in Milan, followed by a Yellow Café in Seoul in June 2025 and a temporary opening inside Bloomingdale’s at Dubai Mall from September to November 2025. These pop‑ups serve as experiential hubs where customers can sample fragrances, enjoy Italian coffee, and engage with the brand in an immersive environment.
Pop‑up Café Experience
- Italian coffee served in yellow and white ceramic cups
- Decorated tables featuring brand candles and diffusers
- Instagram‑ready décor that attracts millennials and Gen Z
- Live fragrance workshops and scent‑pairing demos
Strategic Impact
These pop‑ups create a “natural buzz” that extends the brand’s reach without heavy reliance on social media. They provide a tangible touchpoint for customers, fostering loyalty and driving sales in key global markets.
Collaborations & Partnerships
Bergamaschi’s network includes collaborations with Italian luxury car manufacturer Maserati, French restaurant Le Petit Maison, and British designer Samuel Ross. These partnerships amplify Acqua di Parma’s brand visibility and create cross‑industry synergies.
Key Collaborations
- Maserati: Joint fragrance launch and in‑store pop‑up event in Rome
- Le Petit Maison: Co‑branded Italian coffee experience in Tokyo
- Samuel Ross: Limited‑edition packaging design for the Blu Mediterraneo collection
Future Partnership Opportunities
Bergamaschi is exploring new collaborations with emerging designers, digital influencers, and eco‑fashion brands to keep the brand’s narrative fresh and forward‑thinking.
Sustainability & Innovation
Acqua di Parma’s CEO places a strong emphasis on sustainable sourcing, eco‑friendly packaging, and data‑driven fragrance development. The brand’s commitment to sustainability is reflected in the use of responsibly sourced ingredients and recyclable packaging materials.
Innovation Initiatives
- Adoption of digital scent‑mapping technology for fragrance creation
- Launch of a subscription service for personalized fragrance bundles
- Integration of AI‑based customer insights for targeted marketing
Environmental Goals
The brand aims to reduce its carbon footprint by 15% over the next five years through renewable energy sourcing and sustainable packaging solutions.
Celebrate 110 Years with Acqua di Parma
As Acqua di Parma approaches its 110th anniversary, Bergamaschi’s vision is to keep the brand rooted in Italian tradition while embracing global innovation. From pop‑up cafés to digital campaigns, the brand is poised to lead the fragrance industry into a new era.
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