Fragrance Trend Booklet
Macro Trends Minimal Colour
Old Into The New
Gender Stereotypes
Emphasis On Size
Contents
A Pop of Colour
Hollywood Glamour
Male+Female Bottle
Oversized Bottle
A Pop of Colour Within the fragrance industry, the use of a minimal colour palette is forever being used. A pop of colour is seen within elements of the advert to draw attention to a key focus point within the image. A black and white foreground and a bright element of colour is a current key trend. This is suggestive of future trends with the potential for fragrance adverts to further limit the use of colour. This would mean a focus point on the beautifully captured imagery as a key notion of the fragrance campaign. The audience would be drawn away from the use of everyday colour, and taken to a much more surreal and fantasy encapsulating world.
This influence on the future will result in a whole new look of fragrance adverts. Not your typical bright and gharish advert which will overwhelm the consumer, but rather subtly draw them into imagery without the need to showcase brash advertising. Simplicity is key for the future, focusing on a minimal colour palette and classic captured imagery. This will be a complete switch over from mainstream fragrance trends.
“What do I wear in bed? Why, Chanel No. 5, of course”.Marilyn Monroe
Hollywood Glamour Within the fragrance industry, bringing the old into the new is becoming a prominent trend. Consumers are keen for old classics of fragrance, which links to the imagery, taking the consumer to a distant era. Hollywood glamour in particular is evident, with the glamorous presentation of this era. The comeback of past eras such as the 50s and 60s is a prominent feature within the industry. The fragrance industry is bringing back memories from the past, a recent campaign for Chanel featured new-found clips of Marilyn Monroe expressing her love for Chanel No5. What this means for the future of fragrance is that the old will be brought into the new, rather than develop completely new ideas, elements from the past will be brought into fragrance. This will evoke a sense of memorability for the consumer and an all round positive impact.
Male+Female Bottle
The distinction between a male and female bottle has been a key trend over the last decade. The need for a fragrance to be distinguished as gender specific has been at the forefront of the fragrance industry. Typical gender stereotypes are adopted following the bottle shape, a fist to represent the male gender and a tiara for women, focusing on princess connotations.
The industry aims to create a clear divergence between male and female fragrance, not only through the bottle shape but through colours. Deep and masculine colours are typically used for the male and girly, light colours for the female. This suggests a complete change in the industry, where the barriers between genders being blurred to create a genderless distinction between the two.
Emphasis on size is forever being used within fragrance advertising. The bottle becomes the forefront of the subject in the advert due to its unrealistic sizing. This gives the advert a fun and playful sense which the typical consumer would be drawn to. These type of adverts would typically fit under the category of ‘humour and wit’ due to the unrealistic concept which is shown. The fragrance is advertised outwardly due to how it is presented as a large size. The oversized bottles are often used as props to stand on, lay on, to hold, embrace or act as clothing. This is an easy way to market the product by emphasising its size, and ultimately sell the product.
The fragrance industry’s bizarre love affair with giant bottles
Oversized Bottles The use of oversized bottles featured in fragrance advertising is well overused now, and brand’s surely must be lost for ideas on what else can be done with an oversized bottle. The question of is the model really small or is that bottle really big? has been overplayed since the idea was brought about 10 years ago. What i predict for the future is a complete switch over, with the bottle not so significant in the advertising but a smaller more discreet presentation of the bottle, an ‘undersizing’ in a sense.
Relationships Between Trends
Throughout the fragrance trends, I recognised an ongoing relationship between them. Each of these trends are seen as a combination throughout advertising. A pop of colour can be seen in hollywood glamour, as well as a fragrance collection for both male and female. These trends can be seen combined into one advert. With the suggestive future trends discussed, this recognised relationship could be a success for the future and create a complete new look on the fragrance industry.
A Pop of Colour Hollywood Glamour
Male+Female Bottle Alexandra Stephens N0571149