FUTURISTIC Fragrance Booklet S/S 2015
The macro trend ‘Rendering Reality’ has been very influential over the majority of society these past few years. We find ourselves questionning ‘what is real?’ and ‘what isn’?’ when looking at pretty much every photograph that we are exposed to. Magazines are the worst, especially celebrities as PhotoShop is definitely over used, making them look like something they aren’t, and young people are struggling to identify the difference between real and fake. Everyone is guilty though, as even I have the tendancy sometimes to filter an instagram image. Instantly taking it from being authentic to not because it isn’t a true reflection.
Content. Location and Place Floral and Nature
Prop and Styling 3D Props and Colour Edit
Macro trends are globalised issues that vary in length. Feminism is one along with the ideal body image being another. We are all exposed to such trends even if we don’t abide by them because they are surrounding us. Macro trends can also umbrella to Micro trends, which are lower scaled and based around specific sectors instead of being a massive global trend.
Shape and Silhouette Extravagent and Unique
Type and Logo
Simple and Sophisticated
Floral and Nature
YES... Recently, I have seen an increase in ‘floral’ themed locations such as gardens being included in advertisements. “Marc Jacobs” is the king of using outside locations to his advantage and creating very popular fragrances in the process. Having a more natural background in an advertisement makes the product look a lot more honest and trusting. This is why I think outside floral themed locations will continue being popular in the upcoming months.
NO... Can we be seeing anymore gold themed or iconic locations in fragrance advertisements in 2015? I hope not, they are seriously out-dated. All gold advertisements are starting to look the same and I am sure places such as New York and Paris are lovely to explore but the scent won’t be able to transport me there. I want nature and honesty. Not the stereotypical locations to appear in 2015.
3D Props and Colour Edit
Props were never the vocal point of fragrance advertisments, it was either the model or the fragrance, but in 2014 they started to be. This trend is getting more popular especially with the use of 3D objects (shown in the Moschino, Chanel and Miss Dior ads to the left.) Colour has even gone up in popularity too as brands are using colour to represent their scents a lot more. I see these two being big within 2015 and excelling from the minority to the majority.
Extravagent and Unique
No matter what century it is or what fragrance trend is currently strutting its stuff, traditional bottles/ silhouettes such as Chanel’s will never die out. I love a bit of tradition. Although, I have started to see the hype with bottles having 3D components for decoration such as “Marc Jacobs” and “Valentino.” And I think the new Moschino speaks for itself in such a fabulous and innovative way. Tradition is still present but there is definitely an increase in crazy and outrageous perfume bottles.
Simple and Sophisticated
Type and Logo differ when it comes to each brand and even umbrella brand. Any font that is included in an advertisement that is lower case, italic or not a simple style is trying to attract a younger audience whereas upper case and simple fonts attract an older. 2015 will see an increase in just simple, upper class and sophisticated fonts as young girls and boys seem to be ‘older’ and then act older through clothing and beauty. Therefore opting for more older perfume collections.
FRAGRANCE AND TRENDS AND LOCATION AND PLACE AND PROPS AND STYLING AND SHAPE AND SILHOUETTE AND TYPE AND LOGO