PERFUME STORIES

As with fashion, perfume also have trends within advertisements that tell a story. As with smell, the packaging and the brand all being important aspects of the promotion of a perfume, the advertisement is also crucial. Its purpose is to tell a story, a story that entices the consumer and draws them in to want to find out more. With hundreds of new fragrance launches and campaigns every year, the advertisements always seem to fall under one of these four categories: Seduction and Indulgence, Trust and Honesty, Kitsch and Humour or Tradition and Heritage.


SEDUCTION AND INDULGENCE

                     
                                                                                                                         As you can see in the perfume advertisements, the main central theme running throughout is the use of women being sexualised, looking seductive or being seduced by men. This entices the consumer as it creates an element of excitement, leaving the consumer wanting to find out more. The main colour themes used in the advertisements are reds and purples, all dark colours to create a moody and mysterious atmosphere that have connotations of danger and fire.


TRUST AND HONESTY

Contrasting to the provocative nature of the seductive fragrance narrative, comes a purer and more natural story- Trust and Honesty. This story uses nature and cleanliness alongside the elements of air, water, earth and fire to create trust between the product and the consumer. The fresh blue, authentic green and natural white colour theme allows for a breath of fresh air, in which you feel that the products are essential and pure. This story is relevant for those who live an authentic and clean lifestyle.


KITSCH AND HUMOUR

Contrasting again to any other story, this story is much more playful and theatrical. It takes already written fairytales and turns them into something new and relevant for a perfume. It uses past references and movements within art such as pop-art to create unexpected and bright advertisements. The use of surreal pieces is witty and for those with a lively, and a bit more of a brighter style.

Whilst researching into this narrative advertisement, I couldn't help but notice the amount of celebrity perfumes using this story. What does this say? The kitsch taste reflects the target consumer of celebrity perfumes? If so, is it more of a story for a younger target audience, that doesn't appeal to a more mature audience? I feel that this would be the case, as all of the models used and celebrities are only people under the age of 21 would recognize, making them the target consumer not only for their perfume, but this narrative also.


TRADITION AND HERITAGE

This story is for the romantics. It is one that is full of love, nostalgia, and class with an element of vintage thrown in. It uses relationships to show love, whether that is intimately between two people or openly between family members. It allows the consumer to see a family, friendship or relationship in a charming location such as a garden or classic heritage building. As you can see from the images of the perfume adverts, laughter and love is shown throughout with cultural and heritage references throughout.


With perfume adverts being shown to us everyday not only in magazines, but on TV, in shops, on advertisements outside...- we can never escape the stories and narratives thrown at us, all with a purpose to entice and leaving you wanting to find out more.

SOMETHING OLD, SOMETHING NEW

"Fragrance that used to whisper, now have to shout..."

Whilst watching the first part of a perfume documentary series, it got me thinking on how popular are perfumes nowadays? The documentary stated how brands now have to try and convince the younger generation that it is a 'liquid luxury', and should be an object of desire.

For me personally, I have scents that I like, but I would only ever get them as gifts- not something I would want to spend a lot of my own money on. That is also the case for a majority of people, as discussed in seminar sessions there is a common theme of perfume being something that you would never purchase yourself, instead something you would receive as a gift. But why is it not something you'd desire as much as say an item of clothing?

As mentioned in the program, around 20 years ago, there would be around 150 perfume launches a year. In 2011, that number increased to over 1200. So with the vast variety and range produced, it is clear to see how people are overwhelmed. So overwhelmed, in fact, the consumer no longer wants to be involved with perfume on a personal level?

With the marketing of the product now being as, if not more important as the scent itself- it shows how what was once seen to be a signature and distinctive item, has now been turned into a weapon for competition to try and be the best and gain a new customer. But once you have got that sale, how many of those customers stay loyal to that particular scent now? Before, you used to find a scent you liked and stick with it. Now, perfume is deemed to be a fashion accessory that you should switch up regularly. 

I feel it is almost evident that people rarely buy their own perfumes, through the fact the biggest perfume sales are on Christmas Eve, alongside the time leading up to Mother's Day. As it is clearly a 'last minute' cop out gift for partners and family members. Perfumes are something you buy someone as a safe gift, when you don't know what else to buy.

This problem will never go if the marketing and re-producing continues. Brands like to reinvent and remind their consumer of their perfumes. An example is by Calvin Klein, originally creating CK One, but then producing CK Two, to then go on to launch CKin2U. It is like an never-ending cycle.

As a conclusion note, when was the last time you brought your own perfume? Or went out looking for a new perfume? What do you think is leading the fragrance market to be so competitive?

Watch the documentary series here: https://www.youtube.com/watch?v=annRzLYrRwM