CONTENTS Page: Trend 3-4
Romance never dies.
5-7
Stick it on.
7-8
The scent never ends.
9-10
Live in nature.
11
Analysis
5 3
5 7
9
Romance never dies
Fragrance advertisements seem to have shifted from the focus on sexual desire to relationships. Whether that is between, lovers, families or friends.
Macro Trend: Personalisa past decade we have se legal. In the next few a variation of relati fragrance advertising.
ation and equality. Within the een same sex marraige become w years we can expect to see ionships being shown within
The shift from one focus to another indicates that the consumer wants adverts to be more relatable and personal.
Stick it on
There are a growing amount of fragrances which separate the editorial from the fragrance. This allows the brand to have more creative freedom when it comes to creating the ediorial behind the fragrance. It also makes the fragrance pop out on the page. This trend will continue to grow as brands want to stand out next to competitors and need more creative freedom to do so without feeling as though they have to include the frangrance bottle in each shot.
The scent never ends
Fragrance brands appear to be continuously opting for larger bottles in their editorials. This gives the advert a whimsical look to it and by doing so, catches the audiences attention.
Brands su opt for a oversized
Macro Trend: Absurdism.
uch as Chloe and Marc Jacobs a ‘dream like’ editorial with d bottles.
This trend is set to continue throughout 2016 as the consumer further searches for an altered reality and more grabbing advertising.
Live in natu re As consumers continuously devote their lives to the online world, there is a focus on nature within fragrance advertisments as consumers search for peace amongst their busy lives.
This trend is set to explode within the next few years as technology takes over. Brands such as Marc Jacobs and Jo Malone have continuous nature inspired advertiments in print and in film.
Macro Trend: Escapism
Fragrance Trends 15/16 Romance never dies. Stick it on. The scent never ends. Live in Nature. Analysis: I beleive the key trends for 2015/16 are ones which support the new breed of consumer. One who searches for imperfections and relishes in them, One who searches for an alternate realtiy and one who craves to be connected to nature.
Alexandra Boldy Fragrance Trend Booklet N0576032 Creative Networks Fashion Communication & Promotion