When we first started our fragrance project, we started looking at fragrance advertising. The advert for a fragrance can make or break it, as its selling the fragrance to us before we have even smelt it. I always feel I remember and really notice the advert I'm more likely to go and test the smell next time I'm shopping.
Different advert are aimed at different consumers.
The Alpha Male
Manly, Strength, Hercules, God, Hero.
Does this mean when a man sees this advert he will become this Greek God hero after one spritz of Versace Eros. Or even his girlfriend, will she suddenly think her man will come and pick her up and be the her hero.
The Celebrity Endorsed
With celebrity endorsed fragrances, its a brands fans and the celebrities fans coming together. Creates a buzz for both parties, but this could go wrong if either one tarnishes the image, for example a celebrity drug scandal.
The Joker
Comedy within fragrance adverts is a hard one. Its not actually saying the whole smell of the fragrance is a joke, its just the brand not taking itself to seriously which is a good thing, as it relates to woman that may not take things to seriously.
The Porno
Many perfume adverts do vergue on the edge of soft porn, some even get banned for it. Weather its the caught in the moment look, a sweaty body part or the dominatrix. Theses adverts are aimed to make the consumer feel they will be desired, maybe even have lovers drop at their feet for just the way they smell.
The Wholesome Miss World
Pure, Innocent and cheesey.
Two cute sleepy puppies in a field of fresh spring flowers, in the world most modiste cosy outfit, could anything be more pure and wholesome. It even makes you think the puppies leave little sugar coated do-dos behind.
The Daddies Little Princess
This girl is clearly old enough to earn a living for herself, but yet it looks like she's posing for the decoration at her Super Sweet Sixteen birthday party, in which everyone will tell her how amazing she is. Does this still relate to todays teenagers.
