Fueguia 1833

This individual assignment for the Luxury Marketing course at Hult International Business School presents a brand innovation proposal for Fueguia 1833, exploring how the brand can elevate its experiential luxury proposition while protecting its rarity, artisanal credibility, and poetic identity. Grounded in luxury theory and experiential marketing frameworks, the paper analyses Fueguia’s current strengths—vertical integration, small-batch scarcity, botanical storytelling, and immersive boutiques—and identifies missed opportunities in deeper personalization and more intentional digital storytelling without diluting exclusivity.

The proposal introduces Fueguia Elixirium, a bespoke scent-creation atelier concept designed for the Milan flagship. The experience reframes fragrance as an intimate “journey into self,” guiding clients through a multi-sensory ritual where personal memory, emotion, and skin chemistry inform the creation of a one-of-a-kind composition. Targeting HNWIs and culturally driven HENRY consumers, the innovation strengthens emotional loyalty, increases perceived inaccessibility, and reinforces Fueguia’s positioning as an artistic, slow-luxury house. A supporting communications strategy outlines “quiet” digital amplification—curated storytelling, invitation-led access, and cultural collaborator content—to extend the brand’s dream into online touchpoints while maintaining discretion. The assignment concludes by evaluating anticipated outcomes, risks (e.g., demand vs. capacity, misread exclusivity), and strategic alternatives to scale rarity responsibly.