Acqua di Parma is out to deliver a close shave with its newest launch, Collezione Barbiere. "This collection is for the man who has everything - it's simple and elegant, and is intended to create the pleasure of the art of shaving in everyday life,"...
NEW YORK - Acqua di Parma is out to deliver a close shave with its newest launch, Collezione Barbiere. "This collection is for the man who has everything - it's simple and elegant, and is intended to create the pleasure of the art of shaving in everyday life," said Dan Zagazeta, director of sales and marketing for Acqua di Parma.
The collection has four stockkeeping units: a 100-ml. aftershave lotion, $60; a 100-ml. aftershave balm, $60; a 150-ml. shaving cream, $50, and a 150-ml. shave gel, $30. Each is scented with the brand's signature Colonia scent.
Acqua di Parma will launch two "objects" with the Collezione Barbiere - a wood and silver razor with a wenge-wood stand, $240; and an ergonomic shaving brush of silver badger, $260. Both bear the Acqua di Parma logo.
Industry sources estimated that the shave collection could do $1 million at retail in its first year on counter. The line is going for the same high-end market occupied by upscale brands like The Art of Shaving.
Acqua di Parma, founded in Italy in 1916, was acquired by LVMH Möet Hennessy Louis Vuitton in 2003. In the U.S., the brand is available in about 100 doors, including Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman and Barneys New York.
"The luxury end of the market continues to see strong growth, and customers are continuing to look for the quality," said Zagazeta. "Acqua di Parma's products are unique, are of very high quality, and some things are even handmade."
One of the brand's signature lines, Blu Mediterraneo, will add Fico di Amalfi, a fig-based scent concocted by Quest International. It joins the existing fragrances in the Blu Mediterraneo group, which include Mandorlo di Sicilia, an almond-based scent, intended for pampering; Cipresso, a cypress scent, designed to be invigorating, and Capri Orange, said to be relaxing.
Fico di Amalfi, intended to revitalize, has top notes of tangerine, bergamot, lemon, grapefruit and cedar; a heart of fig nectar, pink pepper and jasmine petals, and a drydown of fig wood, musk and cedar wood.Eaux de toilette come in two sizes, 60 ml. for $57 and 120 ml. for $88. There also will be a 200-ml. shower gel, $35, a 200-ml. body cream, $57, and a 180-gram perfumed candle, $54. Industry sources estimated that Fico di Amalfi could do $1 million at retail in its first year on counter.
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