Acqua di Parma — golden
If it's true that elegance stands the test of time then it should be no surprise that Acqua di Parma, the exclusive Italian line of "natural products," has been fashionable among the affluent for nearly a century.
Having recently partnered with French beauty conglomerate LVMH, Acqua di Parma has 900 sales outlets worldwide, with plans to open flagship stores in major capital cities around the world. Does the website properly represent the brand's luxurious products and continental mystique?
It certainly aligns with the brand’s aesthetic. Acqua di Parma.com is successful in maintaining the sophisticated look and feel of its signature gold and white packaging. The home page greets the user with a standard introductory brand message and a choice to view the site in English or Italian.
Navigating the content isn't too difficult; a gray menu bar can be found at the bottom of the page but depending on your browser, you may need to scroll down to see it. A number of options then appear; users can browse the product line or click on Highlights to "view seasonal choice offerings," such as hand-sewn leather travel accessories complete with antioxidant brass fasteners. While content loads, a small perfume bottle appears that reads "Filling Acqua di Parma," providing a visible gauge of loading time – certainly a charming addition.
Product pages serve as an introduction to various collections of fragrances, body products and leather goods. With fragrant goodies like body cream, talcum powder, gift boxes, leather products, bathrobes, candles and other assorted accessories abounding, Acqua di Parma.com could be a veritable playground for those with a penchant for scent and a sizable, disposable income.
But, when it comes to buying these products, users are out of luck if they try to do so online. Acqua di Parma.com is a work in progress -- when clicking through Shopping, a Coming Soon message teases would-be shoppers. With the luxury of convenience that online retailing can provide, it might do the brand well to promote this effort on some level. Users can, however, easily locate bricks and mortar stores with the Store Locator.
With a logo that sports its own crest, the brand gained an international following in the 1950's with American movie stars like Ava Gardner and Humphrey Bogart snapping up the products on jaunts to Italy. The brand still holds strong with celebrity clientele including the recently international Madonna.
The home page also provides a link to the Blu Mediterraneo site, home of Acqua di Parma's aromatherapy line. This site has a unique look and feel, with a similar navigation system easily visible on the home page. It's a lovely display that plays on the Mediterranean theme, showcasing the line of scented waters, soap flakes, emulsions and varied slathers. An audible splash of water with each click is a nice touch. Both the Acqua di Parma and Blu Mediterraneo sites score higher in look than substance.
All in all, Acqua di Parma's website may not contain a lot of magic tricks or intricate bells and whistles, but it provides a proper introduction to a brand worthy of celebrity royalty.