Fragrance Development Case Study – 2018-2023

The Context: Positano and the Luxury Market

In 2018, I began a collaboration with an emerging tourism company on the Amalfi Coast. The project stemmed from the need to develop a signature fragrance that would represent the essence of the territory and position itself in the premium market of wellness tourism and holistic experiences.

The location was extraordinary: La Selva, a three-hectare property immersed in the untouched nature of Positano, surrounded by centuries-old olive trees, historic citrus groves, and a rich variety of Mediterranean aromatic plants. It was a perfect setting to develop a product that combined territorial authenticity with national and international appeal.

The Approach

My consultancy focused on three fundamental aspects:

• Territorial Analysis: I studied local essences and their history, from ancient traditions of using aromatic plants to modern applications in aromatherapy.
• Fragrance Development: Starting from local raw materials and ingredients linked to the ancient trade routes of the Amalfi Coast – lemons, mandarins, jasmine, frankincense – I formulated “Volo Agrumato” (Citrus Flight), a fragrance that narrated the poetry of the place through a contemporary olfactive language.
• Brand Storytelling: I developed the poetic narrative of the product, creating an evocative story that connected the fragrance to the emotions of the territory, the memories of the Amalfi Coast, and Mediterranean inspirations.

The Creation Process

The formulation was born from an experiential approach: working directly among the citrus groves at sunset, studying how the light and atmosphere of the place influenced olfactive perception. The final fragrance combined the lightness of local citrus with the depth of frankincense and the sensuality of jasmine, creating a distinctive and memorable olfactive profile.

In 2023, I co-developed a second fragrance for the brand, further solidifying the company’s olfactive portfolio and refining the methodological approach to consultancy.

Applied Skills

This experience has consolidated my expertise in:

• Botanical fragrance formulation with a territorial approach
• Brand storytelling through olfactive language
• Premium positioning in the natural and holistic wellness market
• Sensory analysis applied to experiential marketing

Prospects for the Milanese Market

The experience on the Amalfi Coast provided me with invaluable insights into the dynamics of the Italian luxury market. The skills developed in this project are particularly applicable to the Milanese corporate market, where:

• Companies seek distinctive experiences for their teams.
• Interest in innovative approaches to corporate well-being is growing.
• The market appreciates authenticity and artisanal quality.
• There is a strong sensibility towards sustainability and natural elements.

From the Coast to Corporations

This case study demonstrates how expertise in consultancy for luxury brands using botanical raw materials can be successfully transferred to the corporate world. The same skills that enabled the development of two distinctive fragrances and several experiential workshops for the Positano company can be applied to creating unique olfactive experiences for corporate teams.

The ability to transform territorial raw materials into valuable products translates perfectly into the design of family events and innovative team-building activities that utilize aromatherapy as a tool for connection and well-being.

If you are interested in organizing a team building or family event in Milan, Rome, or other Italian cities, contact us!