Fragrance Trends 2014/2015 Danni Wood
Whall shall we be doing next year within fragrance advertisement? 1. Use a more realistic location to highlight the element of nature and to craft a more earthy and natural atmosphere to project the brown and green colour palette that will be big next year 2. Allow the model to interact with the bottle within the composiiton- after all it is a fragrance ad! 3. Express other relationships in fragrance campaigns other than the mainstream man and woman love story!! 4. Present a glimpse from the past! fragrance is moving in the right direction by using the traditional square shaped bottle.
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4-5. TREND ONE Surrealist Nature Vs. Pure Nature (Location and place) 6-7. TREND TWO Balancing the product with beauty (Composition and Crop) 8-9. TREND THREE A shift from love and seduction to friendship and composure (Story and Narrative) 10-11. TREND FOUR Bottles take geometric form (Shape and Silhouette) 12.Macro Vs. Micro trends
CONTENTS
Surrealist Nature...
Vs PureWithin Nature the Luxury market The ‘Going green’/Nutritional trend is going to take center stage within the fragrance market over the next year!
However, this trend is currently being adopted within the men’s luxury market!
These campaigns from 2011-2012 represent elements of nature within their location, but portray a more theatrical and dramatic essence with strong colour and a staged set-up.
2014/2015 are shifting away from the surrealist setting and are using realistic elements of nature, with a natural colour palette. They express a more pure and clean setting.
2014/2015
It’s no longer about the bottle, its all about the top half of the model!
In 2012 the composition of the fragrance bottle took center stage. It becomes the focal point of the ad.
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The bottle becomes a small-scale feature in the bottom right hand corner of the ad.
Natural/Grey-scale colour palette
Another trend displays the composition of a slightly larger bottle in the center of the page but directly opposite the model. Fragrance advertisement is moving into a world of limited interaction with the model and the bottle over the next year. There needs to be a balance!
Balancing The Product With Beauty...
A The story of marriage...
Shift ‘More couples are getting married in Britain, according to the office for National Statistics’ (BBC News- July 2014)
From Love And Seduction...
Women’s luxury fragrance ads from 2011/2012 projected a seductive and provocative nature as well as expressing a narrative based around the idea of love and addiction between a couple.
Whereas, the latest ads present the narrative of marriage and a women who has found love. They express an elegant and reserved nature. There is also a common theme around the idea of a story between friends and family rather than a couple.
To Friendship And Composure
Men’s Luxury Market
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Tradition and heritage is taking over the luxury fragrance market, especially with the shapes of the bottles! The traditional sqaure bottle with a sqaure lid is becoming the focal point this year. This gives the bottle structure, as well as highlighting the geometric form.
Bottles Take Geometric Form
In 2012, fragrance bottle shapes took a circular form and tended to be very flat. However, over the past year and during this current year womens fragrance is adopting the same structured, squared traditional form.
Another current trend projects femininity with the use of a bow around the bottle lid.
DON’T USE PINK BOWS! IT’S TOO MAINSTREAM... WE SHOULD BE USING MORE NEUTRAL, SOPHISTICATED COLOURED FABRICS TO HIGHLIGHT ELEGANCE AND SOPHISTICATION!
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Trend One MACRO:
Trend Three
MACRO: Currently there is a trend for increased marriage and modesty, with long dresses and an elegant form. Highlighting the importance of friendship is another key trend . MICRO: The fragrance industry have projected this by creating a narrative that presents the idea of friendship as well as the idea of a women who has found love.
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Story and Narrative
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Throughout the past year, living a healhty lifestyle and introducing nutriiton in every day routine has become a massive trend. People are becoming more active and delving into the ‘green’ lifestyle. MICRO: Throughout this year and over the next year, the fragrance industry have adopted this trend and have created a more green and pure setting within their advertisment.
Composition and Crop Trend Two
MACRO: This natural/Artisian upcoming trend, including lightweight beauty products and minimalism (combining a natural and poetic sense) is highlighted within the composition and crop of the ad campaign. MICRO: The natural/fresh and raw face of the models are becoming dominant, meaning the fragrance bottles are becoming a small, delicate feature of the campaign.
Trend Four
MACRO: Throughout this current year and over the next year, tradition and heritage is becoming a large trend. Especially in fashion, past trends are becoming present. MICRO: The fragrance industry have revisited the past with their bottle shapes and most are adopting a traditional square bottle with structure and a geometric form.