Client Case Studies

“It’s been famously said that once is not enough.” For Marina Sersale and her husband—and creative partner—Sebastian Alvarez Murena, simply launching Eau d’Italie Le Sirenuse Positano was not enough.

A few years later, they found themselves drawn back into the fragrance world, this time from a deeply personal place. The catalyst was a chance discovery of a long-forgotten family connection in Argentina dating back more than a century.

Many would have marked such a discovery with nothing more than a bottle of fine Argentine wine. But not Marina and Sebastian. Instead, they launched ALTAIA—an acronym for A Long Time Ago In Argentina—a new fragrance collection that celebrates their intertwined past through a shared love of perfumery and the art of storytelling through scent.

Each ALTAIA Eau de Parfum features olfactory elements evocative of moments from their interlaced past and present. Lovingly crafted, the fragrances are designed to feel both timeless and contemporary.

LSZ COMMUNICATIONS has supported ALTAIA launches for the past six years, including the current introduction, WOO(E)D, through luxury lifestyle media exposure.

ALTAIA is a sophisticated, upscale brand—made in Italy—with award-winning scents created by the world’s finest perfumers. While it enjoys a devoted following among fragrance cognoscenti, it remains a niche brand.

The goal of the publicity program has been to highlight the quality and distinctiveness of ALTAIA’s launches—ANY DAY NOW, AMANK’AY, and WOO(E)D—positioning the brand’s heritage as a love story more than a century in the making.

LSZ COMMUNICATIONS executed a highly judicious outreach strategy for ALTAIA, selecting only a small, curated group of publications to receive the fragrances.

Several global outlets conducted interviews with the founders in Italy, sharing the rich backstory behind the brand. In the US and UK, select publications offered thoughtful reviews of WOO(E)D, a fragrance composed of woody, spicy notes traditionally associated with men’s scents.

British GQ named WOO(E)D the “Best Date Night Fragrance,” a distinction that became a compelling and effective hook for US media.

As a fragrance that speaks to our desire for connection—our drive to woo—WOO(E)D gained momentum with prestigious media outlets. Coverage extended beyond male-focused audiences to include publications centered on women as well.

• Overall ALTAIA gained significant brand recognition with the recent launches. Sales of WOO(E)D exceeded plan by more than 50%.

• With the launch of WOO(E)D, LSZ COMMUNICATIONS drove a new level of acceptance for ALTAIA with top tier media. 

• ALLURE covered the launch, noting that "ALTAIA Woo(e)d Eau de Parfum, combines cardamom and leather to draw people in for a whiff."

• GQ called it a fragrance that "will spark intrigue and do most of the heavy lifting when turning on the charm offensive."

• LUCIRE ROUGE the award winning global fashion magazine, called WOO(E)D "the embodiment of a sultry winter fragrance that envelopes the wearer in a crackling fire of warmth."

• ALTAIA moved from an elevated but under- recognized European brand with WOO(E)D becoming aspirational and attractive with its tantalizing promise of connection fulfilled