A unique historic moment testing the human, social and economic standing of every generation, one that has also highlighted positive and touching counter-effects in many acts of shared unity and solidarity. The renewed recognition of small gestures of affection, closeness and support. Being moved by the power and beauty of nature, that, in these last months, has never been so resplendent in all its intensity and energy, making us aware of its vital importance and reminding us how essential it is to preserve and respect it. Acknowledging the importance of touch as a silent way of expressing  affection between loved-ones. These were the effects of a long period of isolation and social distancing. In this scenario Acqua di Parma spreads its message of hope and positivity: “Embrace the Future with a Gift of Nature” is the motto of the campaign devoted to its new fragrance, Colonia Futura.

Past, present and future are celebrated in a profound connection with nature, in the new media campaign for the emblematic fragrance of the Acqua di Parma Futura sustainability programme.

Colonia Futura is Acqua di Parma’s declaration of love for nature: a vibrant explosion of natural ingredients, wonderfully combined, but, at the same time, individually bursting out. It is transparent in its essence and vibrating with life.

The new Eau de Cologne is the emblem of the Acqua di Parma Futura sustainability plan, developed by the Maison within the scope of the LIFE program by the LVMH Group. For Acqua di Parma being sustainable means being committed to preserving the Art of Italian Living just as it has always done throughout its history. Since its early beginnings, the Maison has acted ethically with integrity and transparency, and now, with Acqua di Parma Futura, it expresses its desire to give a structure and systemic approach to its practices of sustainability. To protect and share, alive and intact, to future generations that Art of Living deeply rooted in the heritage of Italian art, nature and culture.

Colonia Futura captures the cultural and natural heritage of Colonia, characterised since 1916 by the Frutti d’Oro – its unmistakable Golden Fruits – and reinterprets it in an even more contemporary version. Sustainable to the core from its recyclable packaging to its 99%* natural origin ingredients, the new fragrance embodies Acqua di Parma’s passion for time-honoured traditional Italian craft and use of the best ingredients.