Client Case Studies

Back when 90210 was in primetime, Jennie Garth proclaimed that “child perfume drives men wild,” catapulting CHILD Perfume to the top of the charts. Reigniting that momentum for the cult-classic brand is what LSZ COMMUNICATIONS was brought in to do.

child was created by perfumer Susan D. Owens in 1989 as her own personal fragrance. She quickly realized she had made something extraordinary, as both men and women regularly stopped her on the street, eager to know what she was wearing.

In 1990, Susan shared her lovely white floral creation with the world, maintaining her signature style of superb artisan craftsmanship.

Over the years, CHILD has endured, now earning a new following among a younger generation — daughters of the original fans — who are discovering the brand for themselves at boho-chic fashion retailer Anthropologie.

The challenge at hand was to create renewed excitement for a clean beauty brand that had once been highly buzzworthy.

Leveraging the “old,” Jennie Garth’s endorsement, and the “new,” Jennifer Aniston as a loyal fan, LSZ COMMUNICATIONS gave child fresh credibility as both a celebrity favorite and a clean beauty frontrunner.

The introduction of the soy and coconut wax child candle sparked renewed media interest and attracted new converts to the brand.

Top-tier beauty magazines including InStyle, People, Vogue, Allure, and Life & Style have long told the story of child perfume as “the perfume that is known to drive men wild.” Building a new following among the press led to additional exposure in Star Magazine and digitally through pieces authored by Yahoo creators, as well as in outlets devoted to graceful, healthy, natural, and even vegan lifestyles.

Appealing to women of any age who want to embrace the freedom of the wind in their hair and the surf beneath their toes, child blends patchouli and a hint of vanilla with jasmine, tuberose, orange blossom, and magnolia. The result is a relaxed sensibility and a subtle, sensual fragrance choice.

Positioned as the ultimate California girl fragrance with an easy, intimate, beachy vibe, child earned renewed acceptance as effortlessly luxurious — a truly unique scent recognized for being unlike anything else on the market.

• child has history, it's a cult classic fragrance that was in need of reawakening and that goal LSZ COMMUNICATIONS accomplished by connecting its past to the present

• With 90210 enjoying a second life on streaming, Jennie Garth's endorsement "child drives men wild" had a certain fun relevance as a hook to get media attention and attract the original fans of the show and the scent

• Jennifer Aniston's long standing appreciation for the brand proved-attention grabbing with Star Magazine  including child in their cover story on one