From heritage to disruption (via an NCP carpark) Sarah Rotheram on reinventing iconic fragrance brands
Smart Beauty · Viola Levy
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Show Notes
Sarah Rotheram has spent her career breathing new life into some of the world's most beloved fragrance houses, including Penhaligon's and Creed. In this conversation, she reveals the secrets behind modernising heritage brands without losing their soul - from her essential "who we are, who we are not" exercise to why she interviews hundreds of frontline staff before writing any strategy. Sarah shares her philosophy on leading with creativity over data, explaining why the best commercial successes come from passion and gut instinct rather than endless PowerPoint presentations.
We dive deep into one of the most ingenious marketing campaigns I've ever heard of - the Juniper Sling launch that turned a zero-budget challenge into a sold-out speakeasy experience in a Fitzrovia car park. Sarah also opens up about the personal side of building a career in luxury beauty, from overcoming imposter syndrome to her biggest regret about waiting to have children. Whether you're building a brand, leading a team, or navigating your own creative career, this episode is packed with wisdom about staying authentic whilst driving commercial success.