Scent lovers line up for samples and treats at the Acqua di Parma brand activation in Herald Square in New York on Wednesday, April 1, 2026. The lifestyle company set up their Il Chioschetto, The Little Kiosk, outside of MacyÕs, the brandÕs retail location. The Italian Acqua di Parma is a brand of the French luxury conglomerate LVMH. (© Richard B. Levine)

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