AUREZZI X NYFW
OVERVIEW
Despite a premium 24k gold product identity, Aurezzi needed to establish true cultural authority within the high-stakes environment of New York Fashion Week. Operating in a saturated luxury market, the challenge was to move beyond traditional product positioning and transform high-end oral care into an indispensable high-fashion lifestyle essential for elite consumers.
THE STRATEGY & FUNNEL
We partnered with avant-garde fashion designer Elena Valez to seamlessly embed Aurezzi’s gold aesthetic into her "BADLANDS" runway narrative:
- Runway & Backstage Integration: Created viral "gold-crusted" beauty looks that showcased Aurezzi's products directly on the runway and in backstage preparations.
- High-Impact Lifestyle Positioning: Transformed a functional oral care line into a bold artistic statement through avant-garde styling.
- Global Creative Alignment: Unified product upgrade incentives with high-impact taglines ("Fast Is Fact", "Performance by Design") across multi-market touchpoints.
CREATIVE & EXECUTION
The visual identity relies on moody, high-fashion black-and-white backstage photography contrasted against glowing gold product highlights. Models carrying gold-studded Aurezzi oral care sets on metallic trays created a striking, theatrical runway moment that fused high fashion with luxury personal care.
KEY RESULTS
13K+
186M+
33
26
