Client Case Studies

Created in 1989 by perfumer Susan D. Owens as a personal white floral fragrance, CHILD quickly developed a devoted following and achieved cult status through early celebrity affinity and editorial momentum.

As the clean beauty conversation evolved and a new generation of fragrance consumers emerged, the brand required renewed visibility to bridge legacy recognition with contemporary relevance.

LSZ Communications was engaged to reignite cultural momentum while preserving CHILD’s artisan identity.

The communications strategy focused on reconnecting CHILD’s original cultural resonance with its enduring craftsmanship and clean beauty positioning.

Key initiatives included leveraging longstanding celebrity affinity — including continued support from Jennifer Aniston — to reinforce the fragrance’s cultural credibility, supporting expanded retail presence at Anthropologie, and generating renewed editorial engagement across beauty and lifestyle media.

The introduction of the soy and coconut wax CHILD candle expanded the brand’s touchpoints beyond fragrance, attracting new audiences while strengthening overall brand storytelling.

Rather than relying on nostalgia alone, the strategy positioned CHILD as a timeless California-born scent with multigenerational appeal.

The program successfully reintroduced CHILD to a younger audience while re-engaging original devotees.

Top-tier beauty and lifestyle publications renewed coverage, reinforcing the brand’s enduring cult status and contemporary relevance.

Through strategic repositioning, CHILD transitioned from nostalgic favorite to modern artisan fragrance with sustained cross-generational appeal.