about

LSZ Communications provides senior brand and PR strategy for founder-led beauty and luxury brands at pivotal moments of growth.

The work begins before campaigns — clarifying positioning, shaping narrative, and aligning visibility with long-term brand equity.

In luxury and beauty, perception does not follow distribution. It shapes it.

I work with founders to define how their brand should live within culture — across media, retail, and public conversation — before visibility accelerates.

Engagements are selective and senior-led, grounded in experience, discernment, and a deep comprehension of how brands are understood.

Owner Lori Zelenko, wearing a black top, posing with a slight smile against a gray background.

  • Print and Broadcast Marketing Communications Programs

    We build brand exposure strategically through

    • Marketing Communications Presentations

    • Media Relations

    • Influencer Relations

    • Tactical counsel

    • 360 Brand Audits 

    • Product Seeding 

    • Media Training

    Events

    Bold and large or one on one, solo or shared, when it comes to brand launches our PR-Oscar-winning team knows how to stage a buzzworthy event

    • Brand Launches - from the simple to the sublime 

    • Press Previews

    • Experiential Sessions 

    • Interactive Experiences for the Digital Universe

    • Pop-Ups

  • Strategic: Our proven skill set makes the difference you need to turn the media spotlight in your direction

    Experienced: Award-winning, PR Oscar and more, for our demonstrated talent at crafting messages and conceiving genuinely special events

    Flexible: Hands-on senior talent.  Quick to adapt as we sense the winds of change and adjust our approach to ever-evolving lifestyle trends

    Connected: Cemented relationships with media and influencers built over the years

    Relationship-Driven: We know how to close the deal, elevating, shaping, and powerfully building momentum for your brand as we leverage relationships 

  • LSZ Communications partners with brands and leadership teams who believe visibility should be intentional, cohesive, and earned.

    We work with founders, CEOs, and senior marketing leaders at lifestyle, beauty, fashion, fragrance, spirits, and culturally driven brands who are ready to invest in integrated marketing and communications that support long-term growth.

    We are for brands that:

    • See brand, PR, content, partnerships, and visibility as interconnected

    • Value strategy-led storytelling over isolated tactics

    • Want their message expressed consistently across earned, owned, experiential, and leadership platforms

    • Understand the role of editorial credibility in building trust and influence

    • Are navigating moments that require clarity, alignment, and thoughtful execution

    Our clients are often at an inflection point — launching, evolving, scaling, or redefining how they show up in the world — and are looking for a senior-led team that brings perspective, discretion, and integrated thinking.

Our Approach

At LSZ Communications, we believe the most effective brands are built through clarity, consistency, and cultural intelligence.

We operate as a senior-led, integrated marketing consultancy, assembling the right mix of strategic, editorial, media, and creative expertise for each engagement. Our work is grounded in PR, but designed to travel seamlessly across earned, owned, experiential, partnerships, and executive visibility.

Clients work directly with senior leadership throughout the engagement. Strategy and oversight remain centralized, while execution is supported by a trusted collective of specialists selected specifically for each brand’s needs.

  • Every engagement begins with clear positioning. We define what a brand stands for, where it belongs in the market, and how it should be perceived — before any tactics are activated.

  • Our approach is informed by deep editorial experience. We understand how stories are evaluated, shaped, and selected, allowing us to create narratives that resonate with both media and audiences.

  • We design programs that work across channels, ensuring messaging, timing, and presence are aligned. Media relations, brand partnerships, content, events, and leadership visibility are treated as parts of a single, cohesive system — not isolated efforts.

  • Clients work directly with senior leadership throughout the engagement. Strategy and oversight remain centralized, while execution is supported by a trusted collective of specialists selected specifically for each brand’s needs.

  • We work selectively and with intention. Our focus is not on volume or velocity, but on building visibility and credibility that supports long-term brand equity.