Reframing Fragrance for Gen Z
Bvlgari is an italian luxury fashion steeped in heritage, renowned for bold design, Italian craftsmanship, and a legacy that spans jewelry, fragrance, and fashion. Its identity is unmistakable: luxurious, sensual, and enduring.
In 2024, the brand set its sights on a different kind of ambition. With the relaunch of the Eau Parfumée collection, Bvlgari wasn’t just revisiting a product, it was inviting a new audience into the world of quiet indulgence.
Bvlgari is a house steeped in heritage, renowned for bold design, Italian craftsmanship, and a legacy that spans jewelry, fragrance, and fashion. Its identity is unmistakable: luxurious, sensual, and enduring.
In 2024, the brand set its sights on a different kind of ambition. With the relaunch of the Eau Parfumée collection, Bvlgari wasn’t just revisiting a product, it was inviting a new audience into the world of quiet indulgence.
Making Legacy Feel Relevant on Social
Bvlgari set out to modernise its social presence while maintaining the luxury codes that define the brand. With the relaunch of the Eau Parfumée collection, featuring iconic scents like Thé Vert and Thé Blanc, the task was to reintroduce heritage products in a way that felt current, digital-native, and emotionally resonant.
The audience had shifted. Gen Z and Millennial consumers increasingly look for brands that offer more than status, ones that communicate value through experience, feeling, and relevance. For Bvlgari, this meant showing up on social with a tone and visual language that aligned with their expectations, without diluting the brand’s sense of craft and exclusivity.
As part of the shift, Bvlgari aimed to:
Launch social-first fragrance content that upheld luxury standards- Reach Gen Z through aspirational yet relatable storytelling
- Maintain consistent engagement across fragrance lines
Bvlgari wasn’t looking for more content. It needed consistency, clarity, and creative execution that could match the precision of the brand itself. That meant partnering with a team who understood both the aesthetic expectations of luxury and the pace of social. That’s where Kyra stepped in.
Translating Scent For Gen Z
Kyra led the full execution of the Eau Parfumée creator program, managing everything from strategy and sourcing to production, localisation, and performance tracking.
Bvlgari needed creators who could turn scent into story. To get casting right, Kyra used its proprietary Perfect Match™ tool to identify creators whose visual style, tone, and performance history aligned with luxury benchmarks. Each selection was grounded in data and creative fit, ensuring talent not only met brand standards, but elevated them.
Using Kyra’s platform, we were able to work closely with Bvlgari’s in-house team at every stage of the process. From aligning on concept and scripting to overseeing approvals and platform rollout, this collaboration ensured the content stayed true to the brand’s creative intent while moving at the pace of social.
Turning Scent Into Story
Our program became the new blueprint for how Bvlgari connects with a younger, emotionally driven audience.
With Kyra’s expertise, the brand moved from traditional campaign storytelling to a creator-led model built for intimacy and cultural relevance.
As a result, the program delivered:
- 5.6M total views
- 5x ROI based on earned media value
- 92% positive sentiment in comments
- 9.6% average engagement rate
- 13% engagement rate among male audiences
- Up to 27.5% ER from top-performing creators
Beyond performance, Kyra supported Bvlgari’s repositioning of Eau Parfumée through storytelling and proved that even legacy products can feel modern, intimate, and culturally fluent when told the right way.