KARLA OTTO

The luxury hospitality and travel sector is forecast to grow to over $700bn in the next three years. This comes at a pertinent time in the consumer landscape, where a sense of experience is now valued more highly over possessions, and, 'lifestyle' has become a linchpin in the marketing lexicon for luxury brands. We've teamed up with our partner at The Independents, Lefty, to uncover the data behind the travel boom. The study shows that key hospitality accounts across Hotels, Airlines, Boats and Trains have seen a significant uptick in share of voice across online, generating a staggering $799M EMV on Instagram in 2023. And it’s impact is set to grow. This new mindset paired with a boom in the digitisation of the sector means brands across verticals are vying for a piece of hospitality’s unwavering consumer allure and market buoyancy. Which partnerships resonated the most? Find out in our newly launched report. 

The Charlotte Tilbury x F1 Academy sponsorship generated $3.71M EMV (Earned Media Value) and over 38M impressions since launch, according to Lefty data. What made this cross-category collaboration so impactful? In our latest report, Beauty & The Business of Community Building, we speak to Charlotte Tilbury MBE, Founder and Chief Creative Officer at Charlotte Tilbury about the motivation behind the partnership and the reasons for its success. Subscribe to our newsletter now to be the first to get essential data from key cultural events and exclusive insights from Karla Otto. 

Beauty brand and Karla Otto client KILIAN PARIS generated a total of $4M EMV at the Cannes Film Festival, becoming the third most impactful beauty brand in the space, according to Lefty data. What were the key factors that placed KILIAN Paris in the lead in such a crowded space? We speak to the brand’s Global Consumer Engagement Director, Catalina Gonzalez-Decker,  and unpack its celebrity strategy in our newsletter. Subscribe now and be the first to know need-to-know data from key cultural events and exclusive insights from Karla Otto.

June and July's Menswear and Couture shows bring buzz to the fashion calendar, generating a collective $317M EMV, according to Lefty data. But with both vying for noise, which strategies generated the most significant media attention? Our Insights team has broken down the buzz into three note-worthy strategies: Presentations, Off-Schedule shows, and Remote Promotions. These approaches not only highlighted the creativity and adaptability of the top design houses, but also ensured maximum visibility and engagement despite crowded schedules. Download our reports for more in-depth analysis into how luxury players are generating noise online.

This season, the #HauteCouture Autumn/Winter 2024 shows grew 11% year on year, earning $95.3 million EMV (Earned Media Value), according to Lefty data. The vision of Haute Couture is about world-building and showcasing a Maison's creative excellence. What drives media value differs from ready-to-wear. Whereas influencers are key for visibility in RTW, Haute Couture is laser-focused on its unique clientele, making for a more diverse pool of influencers and luxury partnerships. Think entrepreneurs, industry insiders, photographers and, this season, an airline. What were the moments that will go down in fashion history? Who are the new names to know? We reveal all in our newsletter. Subscribe now and be the first to know key fashion week data and exclusive insights from Karla Otto.

The results are in and the Men’s Spring/Summer 2025 shows generated a total $221.7M (Earned Media Value) according to Lefty data, growing 23% year on year. K-Pop stars and Thai drama talent continue to drive noise, and naturally, with the Paris Olympics just around the corner, the FROW came peppered with athletes. But who were the key profiles that cut through the noise? Which brand strategies succeeded in conjuring up media value? Discover all the metrics that matter in our newsletter. Subscribe now and be the first to know key fashion week data and exclusive insights from Karla Otto.

The data’s in: #MilanFashionWeek Men’s generated a total $75.9M EMV (Earned Media Value) — a 59% growth year on year — according to Lefty data. This significant increase was seen despite a -25% drop in the number of influencers activated, which implies that brands are strategically rethinking their talent budget, favouring quality over quantity. Who are the names to know? From the newest South Korean actor driving incredible engagement to the Thai celebrities consistently gaining more media value, we reveal all in our newsletter. Subscribe now and be the first to know key fashion week data and exclusive insights from Karla Otto. 

Building a strong community strategy in beauty is more than just partnering with the biggest influencers out there. It has become a full 360 approach, spanning events, IRL activations, cross-category partnerships and interacting with audiences in a way that feels authentic. Enter the beauty community roadmap — key insights highlighting the power of each step, alongside best-in-class case studies backed by data powered by our partner, Lefty. Discover more in our report just launched.

Estrid, founded in Stockholm in 2019, is dedicated to developing high-quality, durable vegan razors designed for everyone. The brand embodies innovation and quality, aiming to revolutionise the hair removal experience. Estrid offers high performance products while promoting self-acceptance and body confidence. With their plant-based, sensitive-skin friendly approach and use of solid steel razors, wax kits, shave gel and body lotion, Estrid makes products for every body, no matter how you choose to shave (or not). Estrid is now represented by Karla Otto for communications strategy, media relations and influencer relations in Germany.

The House of Haute Parfumerie Parfums de Marly embodies 18th century French savoir-faire with a touch of elegance and a note of audacity, marrying modernity with tradition for fragrances that dare to go beyond trends. A Parfums de Marly fragrance is the expression of an emotion. From the name of its fragrances to the glasswork of its bottles, the Maison’s unique heritage shines through with every perfume. Parfums de Marly brings the essence of Château de Marly to life with a spirit of splendour and audacity that animates each of its creations.   Parfums de Marly is now represented by Karla Otto for communications and media relations in the UK and France, as well as influencer relations in the UK.