The press release was created to announce the hypothetical launch of Maria Beauty, Versace’s first cosmetics brand, and served as an early piece of my semester-long campaign. The concept imagines Allegra Versace stepping into a more prominent role within the company left to her by her late uncle, Gianni Versace, while helping usher the brand into a new chapter. The press release introduces Maria Beauty to the public and establishes the foundation for the campaign and brand story that would continue to develop throughout the project.

The strategy behind Maria Beauty was rooted in Versace’s existing identity rather than creating something entirely separate from it. As David Aaker (2018) explains, organizations should consider how their existing assets, skills, and heritage can be leveraged to develop effective programs and opportunities (p. 36). I used that principle as a foundation for the brand extension, considering what already makes Versace distinctive and how those qualities could translate into the beauty industry.

With a legacy shaped by family, a history of innovation within fashion, and a reputation for bold, high-quality products, cosmetics felt like a natural space for the Versace brand to expand. Maria Beauty was designed to build upon that heritage while introducing something new, creating a hypothetical brand extension that remained connected to the identity and legacy of Versace.