Perfume and fragrance advertising campaigns are always very expected. Just like car advertisements, viewers are not necessarily phased by the situation because there tends to be repeated key themes such as “a breathtaking scenic location, a well-narrated story, the highest-grossing Hollywood celebrity in the finest gowns, or a half-naked male body swinging to Lana del Ray’s voice by the pool.” (Fashion Blog)
These types of scenes tend to happen specifically with print spots and TV commercials. Fragrance ads, whether for men or women usually include a celebrity endorsement, whimsy, or seduction to sell their bottle of perfume.
I always think of this 2006 commercial from Britney Spears. Maybe because I am a huge fan but it is becoming somewhat ridiculous on the amount of celebrity perfumes produced from Kim Kardashian, to Justin Bieber, to Beyonce. Today, perfume is not reserved for the coveted fashion brand but instead can be produced by almost any celebrity. If you want a laugh, Buzz Feed produces a hysterical article on common trends in celebrity perfume ads.
However cliché and amusing this ad is, there is nothing special about it, besides that it is Britney Spears’ perfume. More and more celebrities are creating their own perfume, yet it was Elizabeth Taylor who started this trend. “While actresses had endorsed fragrances as far back as the 1950s, Taylor took it a step further by becoming the first celebrity to launch her own line of perfume—White Diamonds in 1991. Taylor did perfume before every starlet had to have her own. Watching her ads today, her influence is clear. Nowadays, you simply can’t pimp a fragrance without a confusing, enigmatic commercial.” (AdWeek)
If not using celebrities or seduction, fragrance campaigns tend to go over the top with props or fairy-tale esque ideas. However, in the case of Dior with their fragrance Miss. Dior Cherie, I think it worked.
I loved the romanticism of the and sophistication. As the Daily Californian puts it,
“I want to be just like the girl in the new Miss Dior Cherie ad campaign. Maybe it’s the fact that she’s sailing over Paris with a grip of candy-colored balloons or that her dress is an adorable hot-pink bubble mini. Or maybe it’s because her shoes are pink and ruffled or that the word “Dior” is spelled out in crinkled satin ribbon. At any rate, I want to be her, and it has very little to do with the perfume bottle she’s holding.”
There are countless numbers of perfume ads showcasing seduction and sexuality. It was hard to pick just one fragrance advertisement that was filled with seduction so I decided to showcase the perfume I just recently bought, Giorgio Armani’s Aqua di Gioia
This advertisement is dripping with seduction, literally dripping. If the pouring rain and beach water scenes do not invoke lust and seduction, I do not know what does. Vogue says, “He wanted a scent that was vibrant and would signify freedom….Of course it’s shot on a remote, divine Mediterranean beach. After all, freedom always seems to be synonymous with running free-spiritedly on a beach.” (Vogue) Seduction is allowable in a fragrance ad because most of the time women or men put on a fragrance to smell delicious and either make themselves feel better or to attract and seduce the opposite sex.
Perfume advertisements are here to stay. Yet I wonder what the next stage of fragrance advertising will be?