From Beachy Vibe to Modern Classic: Eau d’Italie Le Sirenuse Positano
For the past five years, LSZ COMMUNICATIONS has driven the USA brand growth for this elegant fragrance collection, one that uniquely captures the sense of place originating with the iconic celebrity hotspot, Le Sirenuse Positano. Conceived as a way to express the essence of this iconic hotel by its founding family notably including Marina Sersale and her husband, Sebastian Alvarez Murena, the collection has expanded to include several of their favorite Italian destinations.
Looking for a graceful, personal way to bring friends and family together from all corners of the world, they crafted, with the help of award-winning perfumer Bernard Duchafour, the hotel's signature scent, Eau d'Italie, an invitation to surround yourself the very scents you would experience being at Le Sirenuse, one of highest ranked hotels in the world. In the approximately two decades since Eau d'Italie first came on the market, the line has expanded to a dozen fragrances, and earned a following beyond the stellar hotel guests to become a cherished fragrance favorite from the Amalfi Coast to America and Asia.
Our mission
With a mission of sharing Eau d'Italie's reinvention as a modern classic, LSZ COMMUNICATIONS was brought on board to add new resonance to the 20+ year old brand's image. With a luxe new look reflecting polished Italian design authority, the brand upgraded dramatically from the casual beachy vibe of previous packaging. Giving the founders a dynamic new voice and using earned media to build new momentum behind the brand which had basically stalled, consumers engaged and sales rose in a sustained growth curve.
HOW WE MADE A DIFFERENCE
Editors became influencers, champions of the brand, seeking every opportunity to award praise and share, some heading to Italy to stay at Le Sirenuse and become friends with the fragrance founders, others recalling honeymoons spent there years ago (the hotel has been the "star"of the Amalfi Coast for seven decades now), others were wow'd by the hotel's celebrity following including David Bowie (he wore the original Eau d'Italie fragrance for many years), Mariska Hargitay, a regular, George and Amal Clooney, Reese Witherspoon and Ian Somerhalder. Even the Kardashians descended. With the founders' remaining in Italy and only digital events in the USA possible, reliance was on impactful print and digital exposure (not supported by advertising dollars) emphasizing the new look as well as the brand's rich heritage.
O Magazine ferreted out the arrival of the first reinvented launch, Jasmine Leather, giving it a full page of editorial and causing such a frenzy that the first shipment was sold out before it even crossed the Atlantic. Women's Health awarded the Eau d'Italie Bodycare "best of" in the skincare category. W, Town and Country and Business Traveler celebrated the Eau d'Italie Candle. Over time subsequent fragrance launches. Mystic Sunset and Acqua di Positano, earned exposure in digital outlets among them Popsugar, Byrdie, and Bustle not to mention Glamour as well as Forbes, both becoming consistent supporters.
The Result
Through LSZ COMMUNICATIONS initiatives, Eau d'Italie ascended to a new level of prestige. The brand achieved the momentum to earn prestigious retail distribution in Bergdorf Goodman.
From the moment the O Magazine story appeared on the Jasmine Leather launch from Eau d'Italie, the USA Distributor saw a surge in phone and email orders. Sales exceeded expectations by 100% and have stayed on a strong growth curve.
The brand was back-ordered even before arrival at Beautyhabit.com, the retail home of the USA distributor, the go-to site for niche fragrance and clean beauty for the past 30 years.
Media and consumer interest has continued to rise with subsequent launches finding a new audience in the US and the UK with average media reach upwards of 8 million annually.
Eau d'Italie is now seen as an authentic luxury brand, a coveted niche fragrance discovery authentically praised by trusted sources in the know based on uniquely personal experiences.
Now heading into a sixth year of collaboration with LSZ COMMUNICATIONS, USA brand exposure continues to be powered by the traction from top tier media exposure with elite editors now loyal friends of the brand.
