Client Case Studies

When Parlux Fragrances (NYSE: PARL) brought LSZ Communications on board, the company was taking its first steps toward reinvention under the new leadership of CEO Neil J. Katz. The primary goal of the communications program was to restore lost luster to Parlux following reputational damage from an SEC investigation.

At the time, Parlux held the fragrance license for Paris Hilton, but the brand’s momentum had stalled. A strategic reset was needed to reignite growth and rebuild confidence within the beauty industry.

With trademark creative thinking and a keen pulse on pop culture, Neil Katz reimagined Paris Hilton with a bold, modern image. This revitalized positioning became the foundation for a new era of celebrity fragrance success.

To support the Paris Hilton relaunch—and the subsequent signing of celebrity fragrance licenses with Jessica Simpson, Rihanna, and Queen Latifah, as well as designers Natori, Nicole Miller, Vince Camuto, and Marc Ecko—Neil Katz worked in close partnership with Lori Zelenko.

Together, they elevated Parlux’s standing within the beauty industry by amplifying Neil Katz’s voice across local and national business media and supporting new celebrity launches through star-driven, national media tours at leading retailers, including Macy’s.

By tapping into the pop culture buzz surrounding each celebrity, LSZ COMMUNICATIONS was able to drive media saturation, distinctively setting the brands apart in a crowded fragrance market. Individual media appointments were set up with top tier magazines to present the brands. Each launch earned celebrities extensive TV coverage as they were booked on daytime and evening talk shows from MTV to Entertainment Tonight. 

Behind the scenes footage of brand shoots earned placement on national entertainment programming. Digital media, high reach beauty blogs, delved into each launch. The palindrome concept for Rihanna's Reb'l Fleur video was a true creative feat lauded by THE NEW YORK TIMES as it fascinated consumers with its simultaneous time travel both backwards and forwards. Beauty-focused media shared news of the launches including Rihhanna's with cover stories and extensive digital coverage. Added value from media buys created additional opportunities for exposure. 

For the launch of NATORI, the windows at Saks Fifth Avenue merged the fragrance and fashion story as did subsequent experiential events including a launch party at Mrs. Natori's home attended by coveted fashion and beauty editors notably including VOGUE, ELLE, BAZAAR, TOWN AND COUNTRY, TIME, WWD and THE NEW YORK TIMES. Entranced by the inside glimpse into Mrs. Natori's life, from her exquisitely designed closet to the grand piano in a room of its own, recognition for her style and commitment to all things beautiful resonated. Editors were inspired. All desired top tier print and digital outlets generously and insightfully supported the exceptionally elegant launch perceived as trend-setting for its conceptual reference to 1920s Paris with the deep violet bottle and the dark, exotic fragrance.

Fulfilling the corporate agenda, LSZ COMMUNICATIONS outreach to leading South Florida business media earned initial and ongoing coverage sharing the CEO's voice speaking to the evolution of Parlux under his guidance. Speaking opportunities on the innovative marketing trends Neil Katz was known for spearheading were sought with Lori Zelenko crafting speeches for audiences of industry professionals in New York and South Florida. One on one meetings with key retail trade media including WWD to provide exclusive stories and executive interviews, were set up for every launch solidifying relationships and extending the authority of the Parlux CEO as a trusted beauty industry media source.

• Parlux achieved its goal of corporate image-enhancement through a stronger, clearer voice for their leadership, initially CEO Neil Katz and then Fred Purches,  earning exposure notably in local, national and global business media from the South Florida Business Journal to CNN. 

• The momentum stemming from the boost in consumer awareness driven by impressions and online visits reached well into the millions initially for Paris Hilton and became an essential building block for the platform that allowed the expansion of the Parlux brand portfolio.

• Each celebrity and designer in the Parlux Portfolio was celebrated for their individuality with LSZ COMMUNICATIONS' customized marketing communications initiatives supporting in store appearances, special events and all aspects of brand exposure for Paris Hilton, Jessica Sinpson, Rihanna and Queen Latifah as well as Nicole Miller, Marc Ecko and NATORI.

• Broadcast media from E! and Entertainment Tonight to news programming on ABC, NBC, CBS and FOX chronicling the celebrity launches and in store appearances consistently.

• Print media occurred in the media appropriate for each brand, from teen magazines reaching fans of Paris and Jessica to the top tier outlets covering NATORI's luxury fragrance launch, even including TIME Magazine seeing the fragrance as a seminal introduction.
  

• Having achieved the goal of burnishing the Parlux image over the five year duration of the professional relationship, LSZ COMMUNICATIONS was able to set the stage for the merger with Perfumania, a long anticipated move.