It is a big claim, to have ‘captured modern masculinity’. What would it smell like? How would you capture it? Who is to say what a modern man is? There are many questions thrown up by this bold assertion, made by Aqua Di Parma on the launch of their latest fragrance. But, catch the scent of Colonia Pura, and you’ll see just how right they are.
The perfumer calls the modern man: ‘Both husband, father and explorer of new avenues of cultivated pleasure. He takes tremendous pride in his heritage and is aware of where he came from. This said, he still has a restless, youthful energy that manifests itself in casual styles, spontaneity and lightness.
The scent that epitomises these qualities, Colonia Pura can claim a proud tradition of refinement and style. Just like the original Colonia of Acqua di Parma, the new Colonia Pura captures the joy, cultivation and warmth of the Italian way of life, and is an exclusive, masculine scent made for men with contemporary sophistication and elegance.
But, although there is a traditionalism behind the bottle, this new scent has also been designed with a youthful energy and a lighter approach to freshness. If you’re young and starting out – this is the perfect scent to splash on to make a splash.
Another source of olfactory inspiration, the brand says, is nature. Although radiating a sensual masculinity, combined with a fresh energy and modern lightness, notes of crisp and sunny bergamot, combined with juicy orange notes and delicate petit grain accents bring new light and air into the classical citrus structure of Colonia.
Next on the nose comes a seducing and alluring floral lusciousness of narcissus and jasmine, which blend with the spicy notes of coriander in an unexpected balance. Warm and sophisticated accents of patchouli and cedar wood follow, and all sit on the delicate, yet persistent white musk notes.
In appearance, too, Colonia Pura is something new. At first glance, the most striking aspect of the scent is its cool, almost icy transparency. Additionally, the iconic Acqua di Parma flacon with its Art Deco charm has also been given a new and lighter interpretation. While its classic shape remains the same, the new silvery, matt grey elements underscores its clean and purist approach to refined pleasure.
This is a new chapter in the perfumer’s story – and while impossible to truly bottle the essence of masculinity, Acqua Di Parma have given it quite a try.