Something Old
Something New Fragrance Trends Rosie Luff
Throughout, 4
common trends in the fragrance advertising market have been discussed.
Also included are examples of how
brands can alter their way of marketing for use in the future.
- C o n t e n t s -
- Flower Power - Mass to Luxury - Bottle with a purpose - No longer a love story -
Flower Power This
trend was huge in spring/summer 13/14.
Although aesthetic, some brands take flower power to the top. However recent predictions are that brands are going to tone it down and opt for a more minimalistic approach, shown here in the Prada Candy ad, holding the one singular flower.
Mass to Luxury Focussing on celebrity fragrances aimed at the mass market, it was found that all celebrities endorsed their own product personally.
The composition of all 3 of the celebrity ads are very similar. The woman is the main feature and the bottle superimposed on the image later.
Marc Jacobs has recycled the idea and as the designer, modelled for his own brand stretching this trend into the luxury market.
Bottle with a Purpose After researching this trend it was obvious that leaning, sitting or holding an oversized perfume bottle was a huge hit...Because everyone was doing it.
I looked into how this trend could be used in the future and rather than being an inanimate object in the photograph,the oversized bottle can be used to add motion.
This Tom Ford ad does this perfectly. Its playful, fun and the bottle is being used for this rather than just sitting in a photograph the product is being used.
No longer a love story Romance. Its everywhere.
Many ads involve a chase
Whether you experience
for the girl, then a ride into
your own love story or are on
the sunset. Typical. Recently
the hunt for one. It tugs at
brands have chosen to show
the heart strings and draws
that women have the power
consumers into a perfect
and don’t yearn for the per-
fairytale mindset.
fect love story.
Shown in the Miss Dior advert, the ideal paradise isn’t for everyone. They use the runaway bride scenario and opt for the opposite
to
the
expected
love
story,
which in turn separates them in the market.
“Nothing brings to life again a forgotten
memory like a fragrance�
- Christopher Poindexter