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TREND: FRAGRANCE.
CONTENTS
1. RURAL VS. URBAN.
2. WORD COUNT.
3. REAL REPRESENTATION.
4. BIGGER IS BETTER.
Transition from meadows to cities.
Adverts catering for female reality rather than the male gaze.
Differs regarding market level.
Overized bottles is and continues to be a trend
RURAL VS. URBAN
2014 saw the use of meadows as a location trend for the fragrance market. Towards the end of 2014 and in the beginning of 2015, cities have been introduced instead in order to create an independent feel for females,evoking feminity and strentgh.
Advertisements targeted at the mass market contain the name of the brand, the perfume name and extra information. Adverts aimed at the mid market usually contain only the brand name and perfume name. Those aimed the luxury market are so renowned, they only need to feature either the brand name or the perfume name to be recognised,
MASS
MID
LUXURY
MID
WORD COUNT.
REAL REPRESENTATIONS.
With the rising recognition of the feminist movements comes the avoidance of the ‘Sex Sells’ method and instead, the inclusion of real relationships.Females are no longer being seen as an object of the male gaze but rather having a good job, an idol to their children & a loving spouse.
BIGGER IS BETTER.
Although used in fragrance advertisements from previous years, by 2014, the use of oversized bottles in advertising has become a trend and continues to be popular with brands in 2015.
I believe the ‘Rural vs. Urban’ and ‘Real Representations’ trend, will be the trends to flourish the fragrance advertising markets due to the fact they relate to the macro trend of feminism, a movement which is very popular in society today.
“Perfume is the indispensible compliment to the personality women, the finishing touch on a dress.” Christian Dior Alice Harrison N0567539