Versace Eros

Case

The client

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 designs collections for men, women and children as well as home accessories and fragrances.

Mission

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.

Implementation

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 Eros,  the God of love in Greek mythology.

Pretto PR also 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.

Results

The launch had great impact and over 40 journalists shared the news on Eros.



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