The couple behind the beauty brand Eau d’Italie and fragrance label Altaia were all smiles when they shared anecdotes with WWD and reflected on the evolution of their businesses.
MILAN — Even through a screen, talking to Marina Sersale and Sebastián Alvarez Murena is an energizing experience.
Sersale and Alvarez Murena’s story is inherently intertwined with the the iconic location — an 18th-century palazzo that was turned into a luxury hotel by Sersale’s father and his siblings in 1951. Ever since, it has attracted an international audience of renowned intellectuals and celebrities, and, in modern times, dominates the Instagram accounts of influencers, high-flying travelers and fashion lovers alike.
They embraced the same approach while designing the minimal packaging. “We are in a baroque palazzo but this place has a contemporary quality in it, such as our spa designed by Gae Aulenti. So we wanted the scent’s look to mirror this appeal and be modern in order to fit in every house, not just here,” said Sersale about the essential, white flacon.
Distribution gradually expanded, too, with products currently available at the hotel’s emporium as well as roughly 300 doors worldwide, ranging from Bergdorf Goodman to platforms such as beautyhabit.com in the U.S. The brand also has a flagship in Rome and e-commerce shipping in all Europe. Beside Italy, key markets for the label include the U.S, the U.K., Germany and especially Australia, where the brand is available at Mecca Cosmetica.
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