THE RUB: In the $1083 billion personal care and beauty market, it’s hard to stand out among a crowd. Especially in the bustling New York City scene. Unknown in America, this 35-year old Italian decided to launch his line in the big apple and brought us in to help. Beauty editors in America were skeptical about this newcomer to the scene so they called on their friends in London to learn about Pietro’s salon on the posh Sloan Square. By the end of our few days in New York, they were writing “love notes” to him in a journal that we used for social media content.

THE WORK: We secured a suite in The Greenwich Hotel during fashion week and hosted editors from Vogue, Departures, The New York Times, W Magazine, Goop and Beauty Independent and fashion designer Jason Wu even took a personal care break from his busy to schedule to come in for a one-on-one with this skincare maestro who performed his magic in the privacy of a Suite in one of the city’s hottest hotels. We ended each facial with a cup of edelweiss tea, which was one of the five indigenous Italian ingredients exclusive to his label.

We followed up with an overnight press trip to Meadowood Napa Valley with an even more immersive experience with Pietro – securing a feature in the New York Post’s uber luxe Alexa Magazine and most recently penning a deal with Amazon’s new Luxury Stores to bring Pietro Simone to the masses.

RESULTS: Media placements included stories in Forbes, The Zoe Report, Organic Spa, O The Oprah Magazine, Town & Country, New York’s The Cut and more. This launch laid the groundwork for the brand to successfully enter the luxury retail space at both Neiman Marcus and Harrod’s in London and now, Amazon’s Luxury Stores portal. Pietro even led viewers on a face massage demonstration on S’Well’s Leader Livecast weekly series for The Global Wellness Summit’s Instagram page.