Client Case Studies

Once, it's been famously said, is not enough. So for Marina Sersale and her husband and creative partner, Sebastian Alvarez Murena, simply launching Eau d'Italie Le Sirenuse Positano was just not enough. A few years went by and they found a reason to jump back into the fragrance business this time from a personal angle prompted by a chance discovery of a long ago family connection more than a century ago in Argentina. Many would  choose to celebrate this discovery with nothing more than a bottle of fine Argentine Wine. But not Marina and Sebastian. They opted to start ALTAIA - acronym for "A Long Time Ago In Argentina" - a totally new fragrance collection celebrating their intertwined past through their love for the art of perfumery and the power of storytelling through scent. Each ALTAIA Eau de Parfum contains olfactory elements evocatively associated with a strand of their interlaced past and present, lovingly crafted to produce fragrances that are both timeless and contemporary. 

LSZ COMMUNICATIONS has been supporting ALTAIA launches notably including the current introduction, WOO(E)D, with luxury lifestyle media exposure over the past six years. ALTAIA is a sophisticated upscale brand, made in Italy award-winning scents crafted by the world's fine st perfumers. Yet although it has a following among cognoscenti, it is a niche fragrance. The goal of the publicity program was to emphasize the quality and uniqueness of ALTAIA 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.

A most judicious outreach was conducted for ALTAIA by LSZ COMMUNICATIONS with only a select group of publications chosen to receive the fragrances. Some global outlets interviewed the fragrance founders in Italy sharing the backstory of the brand, others in the US and UK thoughtfully reviewed WOO(E)D which was composed with woody, spicy notes typical of men's scents.  British GQ named WOO(E)D  "best date night fragrance," which proved to be a clever and compelling hook for some US media outlets. WOO(E)D being a fragrance speaking to our need for connection, our drive to woo", gained momentum with prestigious media not only with primary audiences of men but those focused 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