In 1916, master perfumers created a new fragrance in a small perfumer's laboratory in the old town centre of Parma. It was unusually fresh and modern compared to the perfumes of German origin, stronger and more intense, that were then so popular. This was the first real Italian eau de cologne, and it expressed a new sensibility. Acqua di Parma is the expression of exclusively Italian savoir vivre and savoir faire. Quality, creativity, elegance and exclusiveness are the values underpinning the Acqua di Parma style. The quality stems items from rigorous selection of materials and prestige handcrafting. The creativity gives new forms to a timeless classic.