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Bulgari, Marc Jacobs Attract Gen Z With Fragrance

Bella Hadid and Amanda Steele are probably not the first people who come to mind when one thinks of Bulgari.
Especially the latter, who is among three influencers tapped by Bulgari Parfums to help launch its new Omnia Pink Sapphire eau de toilette — the pinkest and poppiest scent the brand has ever put out. Described as a “sparkling burst of citrus,” the fragrance is Bulgari’s first specifically targeting a Gen Z customer.
Working with mega-influencers like the above — as well as Margaret Zhang and Madison Beer, both of whom will join Steele in getting the word out about Pink Sapphire via their social media channels starting April 2 — has become a core part of the brand’s perfume business, said Luis Miguel Gonzalez Sebastiani, general manager, Bulgari Parfums. Created by master perfumer Alberto Morillas, the scent hits counters on Thursday and will see a widened Macy’s distribution as a way to better reach the brand’s target customer.
Following in the footsteps of Marc Jacobs, Dior, Hermès, Ferragamo and Coach, the brand is the latest luxury fragrance house to prioritize the social media set, adopting a largely digital first marketing strategy to attract the new generation of beauty consumers.
Linda G. Levy, president

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