Versace is a prestigious fashion house founded in 1978 by Gianni Versace. The brand is a symbol of Italian luxury, and has throughout the years contributed with iconic collections and Haute Couture. Versace mainly designs collections for men, women and children, but also home accessories and fragrances.
Pretto PR was hired to manage the launch of Versace’s new fragrance for men, Eros, with the aim to present the scent to Swedish beauty journalists and editors in a creative and inspiring way.
Together with the Italian headquarters, Pretto PR assisted Versace with idea and concept development for the launch of the fragrance.
A press release was tailored to captured the Versace brand identity and focus on the meaning of the name of the fragrance: Eros – the God of love in Greek mythology.
In addition, Pretto PR arrange a launch event that took place in a privately owned apartment in Stockholm. The beautiful suite was staged and decorated in line with Versace’s aesthetics, and all food and snacks served during the event contained an aphrodisiac.
The launch had great impact and over 40 journalists shared the news of the Versace Eros launch.