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Teen Spirit: Heritage Brands Targeting Gen Z

Heritage fragrance brands are looking to influencers, “Insta-worthy” bottles and digital campaigns to attract the Generation Z customer.

Salvatore Ferragamo Amo Ferragamo

Amo Ferragamo, Salvatore Ferragamo’s latest women’s fragrance, is meant to bring the brand’s heritage to a younger consumer with digital activations — and it’s also fronted by model Suki Waterhouse. The campaign is featured prominently across the brand’s social media platforms and at its 37 U.S. boutiques. At Bloomingdale’s, which is the fragrance’s exclusive partner, photo booths are set up at a few locations with scenes from Waterhouse’s campaign to engage younger customers to share pictures on their social media accounts.

Salvatore Ferragamo Amo Ferragamo, priced at $120 for 3.4-o.z., is available at Bloomingdale’s and Salvatore Ferragamo boutiques.

Marc Jacobs Daisy Love

While Marc Jacobs’ Daisy fragrance franchise has always skewed toward younger consumers, the latest addition, Daisy Love, is meant to target Generation Z thanks to spokesperson Kaia Gerber and another floral embellished bottle. The brand is prioritizing digital via three metrics — engagement, reach and frequency — which entail initiatives such as growing organic and paid reach through long-term influencer partnerships and upping engagement rates through user-generated content. In addition to Gerber being featured in the campaign, she will also be a leading source of content creation.

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Marc Jacobs Daisy Love, priced at $58 for 1.0-o.z., will be found exclusively at Ulta Beauty. An $84 1.7-o.z. bottle and a $102 3.4-o.z. bottle will also be found at 4,500 doors worldwide.

Bulgari Omnia Pink Sapphire

Bulgari is going full force with influencers for its latest fragrance. The campaign for Omnia Pink Sapphire, a citrus fragrance, will feature Madison Beer, Margaret Zhang and Amanda Steele, three influencers between the ages of 18 to 24. Since the brand’s fragrance portfolio tends to attract a more mature audience, the decision to tap these three influencers was made to speak to a digitally savvy audience. Along with the campaign, the three influencers will be creating their own content that will be seen on their own accounts as well as the brand’s digital platforms.

Bulgari Omnia Pink Sapphire, priced at $84 for 2.2-o.z., will be available at 250 Macy’s doors.