Etihad Airways has been realigning itself to try and shake off a rather expensive partnership with the likes of Air Berlin and Alitalia recently, so a new partnership to bolster the passenger experience, and with Acqua Di Parma no less, is most certainly welcome. Unlike other carriers, who have different partners depending on the class of travel, Etihad has decided to bring the luxury brand to all three of its premium cabins and ground product, representing a true ‘premium’ partnership.
Starting in August, the airline will introduce a range of exclusive amenity bags and toiletries for its customers travelling in The Residence on its Airbus A380s, as well as on long-haul First Class and Business Class services. The iconic Italian brand will also feature in the airline’s flagship First Class Lounge & Spa in Abu Dhabi.
Etihad Airways’ association with Acqua Di Parma actually began back in 2014, when the airline started offering the brand’s luxury toiletries solely in The Residence. Founded in 1916 in the historic city of Parma, and part of the LVMH Group since 2001, Acqua Di Parma has worked closely with Etihad Airways to adapt its unique products to each stage of the guest experience, on the ground and in the air, using its signature Colonia, a perfume with a formula which has remained unchanged for 102 years.
Brought to life by Amenity company Buzz, the range does differ depending on the cabin, and this is where the upgrades occur, larger sized products and a larger range.
In The Residence, the airline’s revolutionary three-room cabin on Airbus A380 aircraft flying from Abu Dhabi to London, Paris, New York and Sydney, guests are provided with a bespoke range of fragrances and toiletries provided in their own private shower room, including a Colonia amenity kit. Colonia Pura is provided for men and Magnolia Nobile for women.
Yellow, the colour synonymous with the Italian brand, is used for all First Class bags, while smaller Business Class bags are offered in the same yellow, and also in black.
The First Class unisex cylinder bag contains a miniature bottle of Colonia, a 40ml body lotion and lip balm. First Class toiletries include Colonia hand wash and hand cream, and Colonia bathroom amenity kits feature shower gel, body lotion, hair shampoo, and hair conditioner.
The Business Class unisex wallet bag, which can be buttoned to create a stylish and useful valet tray, contains a Colonia sampler and hand cream, which will also be dispensed in the Business Class washrooms.