Acqua di Parma Is a Good Case Study of Reviving an Old Brand to Create a Story that Resonates with Consumers
After the Guerlain fragrance purchases earlier, I ended up buying several new bottles of Acqua di Parma, including the Colonia, Colonia Intensa, and Blu Mediterraneo Bergamotto di Calabria in the Italy Pavilion of Epcot at Walt Disney World. Again, I realized that most of the people who were in the store with me probably didn’t know the story of the high-end brand, or the business behind it that provides a great example of how a left-for-dead business can be revitalized to become relevant, fresh, and lucrative.
