Branding Profvmvm roma
Ongoing brand development
for a luxury heritage brand
Continuity, consistency and oversight in luxury heritage brands
Luxury heritage brands operate in contexts where every element of communication either strengthens or weakens the value of the brand. In these sectors, operational continuity is a key factor in preserving identity, recognisability and consistency over time, avoiding misalignment between product, narrative and experience.
The main areas of oversight are:
– consistency of the brand’s visual and narrative identity
– continuity of language across different channels and touchpoints
– respect for the brand’s heritage codes over time
– controlled evolution of the brand experience
In this context, developing the brand calls for constant operational governance rather than one-off interventions or isolated projects.
Operational development and oversight of the brand over time
What follows is a closer look at the operational development of a luxury heritage brand, built over time. The case study, developed for Profumum Roma, describes an ongoing collaboration focused on overseeing the brand’s expressions and their consistent evolution, through communication, content and experience activities aligned with the brand’s historic identity.
by Google Ads · Q1 2026
| Campaign | Revenue | Conversions | ROAS |
|---|---|---|---|
| Name + Competitor Protection | €20.443 | 133,8 | 29x |
| Sales-Search-1 2025B | €14.832 | 112,2 | 27x |
| Profumum Roma 2025B | — | 45,3 | — |
| ITA Products 2025 | — | 44,8 | — |
| Vendite Search 2026 | €3.291 | 24,9 | 4.9x |
| GOOGLE ADS TOTAL | €54.503 | 364,9 | 17x |
| Keyword | Conv. Val. | ROAS |
|---|---|---|
| Profumum (brand) | €2.630 | 34x |
| Profumum Roma (brand) | €17.813 | 29x |
| acqua di sale perfume | €3.592 | 26.9x |
| profumum roma (search) | €4.402 | 27.7x |
| acqua di sale | €2.158 | 23.8x |
| niche perfumeries | €3.291 | 4.9x |
| Keyword | Impressions | Clicks |
|---|---|---|
| profumum roma | 30.788 | 6.204 |
| last but not least | 20.137 | 430 |
| acqua di sale perfume | 16.681 | 1.924 |
| acqua di sale | 17.942 | 1.184 |
| profumo roma | 8.550 | 312 |
| gioiosa profumum roma | 7.297 | 525 |
| acqua e zucchero | 5.964 | 293 |
| olibanum | 6.488 | 180 |
| auriga | 6.477 | 165 |
| confetto profumum roma | 4.311 | 169 |
Profvmvm Case Study Bliss Agency
Google Ads — Performance Q1 2026
Overall results
In the first quarter of 2026, Profumum Roma’s Google Ads campaigns generated 54.503 euros in attributed revenue, with 364 tracked conversions and an overall ROAS of 17,1x. Average cost per acquisition settled at 8,73 euros, an excellent result for the niche perfumery sector.
Performance by campaign
The highest-performing campaign was Protezione Nome e Competitor, with €20.443 in revenue, 133,8 conversions and a ROAS of 29x. The Sales-Search-1 2025B campaign produced €14.832 in revenue, with 112,2 conversions and a ROAS of 27x. The Vendite Search 2026 campaign contributed €3.291 in revenue, 24,9 conversions and a ROAS of 4,9x.
Performance by keyword
The brand term “Profumum” achieved a ROAS of 34x with €2,630 in conversion value. “Profumum Roma” in brand search generated €17,813 in revenue with a ROAS of 29x. The keyword “acqua di sale profumo” produced €3,592 with a ROAS of 26.9x, “profumum roma” in search €4,402 with a ROAS of 27.7x, “acqua di sale” €2,158 with a ROAS of 23.8x, and “profumerie nicchia” €3,291 with a ROAS of 4.9x.
Meta Ads — Performance Q1 2026
Overall results
Meta Ads campaigns running between January and March 2026 generated 6.009 euros in revenue, with 941.000 total impressions spread across cold audiences and retargeting. Combined ROAS across all paid channels — Google and Meta together — stood at 9,7x in Q1 2026.
Performance by campaign
The “Website Sales” campaign, with a spend of €1,752, generated €5,356 in revenue, equal to 89% of the Meta total. The “Add to Cart” campaign, with a spend of €344, produced €652 in revenue, the remaining 11%. The average CTR of performance ads stood between 2.5% and 4.4%. Video awareness campaigns totalled 14,661 impressions, while the Catalogue and Carousel format proved the top performer with €1,562 in direct revenue.
Organic Traffic — Google Search Console Q1 2026
Overall results
In Q1 2026, profumum.com recorded 36.811 clicks from Google organic search, around 12.270 clicks a month, with 818.000 total impressions. Average organic CTR was 4,5% at an average position of 7,79 — both above the sector average for e-commerce.
Top organic keywords
The keyword “profumum roma” alone generated 30.788 impressions and 6.204 clicks with a CTR of 20,1%. “Acqua di sale profumo” produced 16.681 impressions and 1.924 clicks, “acqua di sale” 17.942 impressions and 1.184 clicks, “dulcis in fundo” 20.137 impressions and 430 clicks. Other relevant queries include “gioiosa profumum roma” with 7.297 impressions and 525 clicks, “profumo roma” with 8.550 impressions and 312 clicks, “acqua e zucchero” with 5.964 impressions and 293 clicks, “olibanum” with 6.488 impressions and 180 clicks, “auriga” with 6.477 impressions and 165 clicks, and “confetto profumum roma” with 4.311 impressions and 169 clicks. English-language product queries exceeded 18.000 impressions, and the CTR for the “sample kit” discovery set settled at 49,6%.
E-commerce Revenue — April 2025 / March 2026
Overall results
In the 12 months from April 2025 to March 2026, profumum.com generated €512.000 in e-commerce revenue from 2.862 transactions, with an average order value of €179 and around 238 orders per month. The peak month was December 2025, with €77.793 in revenue, up 156% on the April baseline.
Monthly trend
April 2025: €20,430. May: €51,021. June: €49,870. July: €45,015. August: €52,980. September: €50,719. October: €51,939. November: €69,541. December: €77,793. January 2026: €13,858. February: €11,389. March: €10,737.
Top products by revenue
Acqua di Sale generated €110,100 with 999 units sold, accounting for 21.5% of total e-commerce. Followed by: Acqua e Zucchero with €24,300 and 366 units, Vanitas with €23,800 and 263 units, Gioiosa with €19,800 and 243 units, Sample Kit with €18,600 and 348 units, Confetto with €17,400 and 252 units, Meraviglia_re with €16,200 and 148 units, Thundra with €15,800 and 240 units, Acqua Viva with €10,800 and 177 units, Battito d’Ali with €10,700 and 188 units.
Digital Transformation — Before and After
Situation before the engagement
Profumum Roma was a heritage niche brand with no systematic digital acquisition structure. Its Google Ads campaigns did not cover branded keywords, leaving the brand exposed to competitors on its own branded terms. There was no structured e-commerce conversion tracking to measure real ROAS. Qualified organic traffic was not being monetised efficiently, and Meta campaigns were focused solely on awareness, with no direct conversion paths.
Results following Bliss Agency’s stewardship
Following the activation of the full-service model — which included Google Ads, Meta Ads, brand protection, e-commerce strategy, performance marketing, search and shopping campaigns, retargeting, conversion tracking, analytics setup and organic SEO — the results measured on verifiable sources were: an overall Google ROAS of 17x, with the brand protection campaign at 34x on the keyword “Profumum”; €54.503 in Google Ads revenue in Q1 2026; €512.000 in e-commerce revenue over 12 months, with 2.862 transactions and an AOV of €179; 36.811 organic clicks in Q1 2026, with a CTR of 4,5% and 818.000 impressions; and Acqua di Sale as the leading product, with €110.100 in revenue, 999 units sold and 21,5% of total e-commerce.
The niche fragrance market grew at a CAGR of 9.1% over the same period (Scento/Business Research Insights, 2025). Profumum Roma's growth of +53.6% outperforms the industry benchmark by more than 5x, with Bliss's strategic contribution focused on digital brand protection, organic presence and drive-to-store.
Featured in
Brand presence in the press
and trade articles
The brand is recognised within a qualified ecosystem that includes authoritative niche perfumery platforms such as Fragrantica, as well as lifestyle and fashion titles such as Grazia and Vogue Italia. Its presence also extends to vertical media and selected retail settings, strengthening the brand’s positioning among the relevant players in the premium fragrance segment and contributing to organic visibility consistent with the target audience.
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Gioiosa by Profumum Roma: A Sensual, Citrusy Gourmand So Good Even Perfumery's Emo Snobs Would Wear It
15 gift ideas
The best perfumeries in Rome: the Top 10
Strategy and Positioning
Corporate Identity
AVRIGA launch
TikTok channel launch
Meta Performance (Organic & Paid)
TikTok Advertising Performance
Website Performance
Profvmvm roma
BLISS
©2025
strategy and positioning
The defining element of 2025 was the story of generational handover: the senior generation’s narrating voice became the heart of the videos, giving form to the inspirations, emotions and sensations behind the creation of each fragrance. The meeting of two generations gave the digital content a historic, distinctive and unique character.
Visual Identity Renewal
Positioning
Not visibility, but perception: consolidating Profumum as an experiential maison, broadening attention beyond the iconic Acqua di Sale and bringing the entire catalogue to the fore.
Digital Ecosystem
©2025 Value Generator
Steering a niche brand towards a scalable performance model.
This is the mission we turned into concrete results for Profumum Roma in 2025.
+1.822.282
Impression
Today Profumum Roma is not just recognised: it converts. Digital was designed as an expansion asset, not a linear channel, creating an engine of warm audiences ready to scale in 2026.
Direct Traffic
+61,2%
+29,7%
+30,4%
Organic Social Traffic
+109,3%
32%
CORPORATE IDENTITY
To strengthen Profumum Roma’s visual identity, we introduced an innovative approach based on 3D modelling of both the bottles and the settings. This technique allowed us to create highly evocative graphics consistent with the brand’s world, combining aesthetics, storytelling and recognisability in every piece of content published.
3D Modelling
Final Render
SOCIAL IMPACT
Community, Engagement & Emotional Conversion
The 2025 content generated deep emotional recognition, becoming a real driver of engagement and trust.
The Instagram feed was transformed from heterogeneous to editorial, consistent, immersive, luxury-aligned through 3D creative, photography and video storytelling
Creators and customers began to generate spontaneous UGC
Comments carrying strong emotional value: memories, nostalgia, a sense of identity
TikTok became an accelerator of awareness and positioning
Meta as the main purchase conversion point
2025
LAUNCH AVRIGA
With Auriga, Profumum Roma opens a new chapter inspired by golden fields, intense sunlight and timeless memories. A fragrance that evokes not just a place but a shared emotion: childhood, freedom, and nature experienced with wonder.
03. Presentation
01. Teaser
02. Trailer
TIKTOK LAUNCH
During the year, the official Profumum Roma TikTok profile was launched, introducing a key touchpoint that had until then been entirely absent from the brand’s digital
strategy.
From the very first posts, the profile drew an excellent response from the community, with hundreds of thousands of views and
organic interactions. A further indicator of the initiative’s success was the spontaneous growth of user-generated content (UGC), as numerous creators and customers began tagging the brand in their own videos, extending the reach of the message and fostering authentic engagement.
The launch of the TikTok channel drew a
positive and immediate response from the
community. Many users expressed their appreciation for the brand’s visual identity and for the feelings evoked by the video content, leaving enthusiastic and genuine comments.
2025
key metrics
30 December 2024 – 29 December 2025
Post views
5.7 m
Profile views
8.062
Likes
8.062
Comments
252
Shares
800
Estimated rewards
-
traffic sources
30 December 2024 – 29 December 2025
RETAIL IMPACT
Digital that strengthens physical
The digital strategy did not cannibalise retail: it fuelled it.
Digital raised the perceived value of the product, improving in-store conversions and B2B partnerships.
Boutique sell-through
(vs 38% in 2024)
+61%
Retail footfall driven by discovery and drive-to-store campaigns
+24%
Store conversion rate up
(vs 19% previously)
32%
New premium retail partnerships activated