Selling Fragrances Without Glamour
From the classic
to the contemporary
more than just about any other genre of advertising, perfume ads traffic in glamour. You can't, after all, show a picture of a smell. Instead, you create an atmosphere that represents something about the dreams that smell promises to fulfill.
So I have to wonder whether the
recession-oriented strategy of these new fragrances will work. (I'm also extremely skeptical about those alleged survey results about chocolate versus fragrances, especially since a new Boston Consulting Group report names perfumes and fragrances as one of the hardest-hit categories since consumers started cutting back on purchases.)
Or is Unilever (the company that gave the world
"the Axe effect") cleverly packaging utilitarian deodorant as glamorous perfume?
Virginia Postrel on May 01, 2009 in
DeepGlamour explores the magic of glamour in its many manifestations, from movies, fashion, advertising, and cars to real estate, politics, sports, and travel.
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