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Fragrance Ads have a smell

Barbara Busch ANALYSIS The Scent Company International

HBA Global Expo 2002

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Main Idea

We use all our senses every day every minute every second

when we... open our eyes, eat , smell a perfume,...

All senses are connected with each other

Our senses together determine a complex pattern of our behaviorchoices we make, desires we feel, experience of sympathy and antipathy


PICTURES are to see –smell –feel – taste

The imagined smell & taste of fresh bread ….


The imagined smell & feel of a nice day in fall...


The imagined smell & feel of the rush hour in Manhattan...


Conclusions

• Words have a smell

• Pictures have a smell

• Fragrance ads have a smell


Any smell causes in the subconscious immediate emotions and reactions.

Capturing these emotions helps to better understand the appeal of ads optimize the direct link between the ad and the fragrance

Only qualitatively recruited respondents who are verbally articulate specifically for olfactive sensations are able to give us these reactions

Main Idea:


Summarizing

There is a powerful bond

between

Ads & Fragrances

which can be activated

for the development of

a successful fragrance


1st EXAMPLE:

CHANCE CHANEL


A balance between...

“Playful and dream-like”versus

“wild-erotic-unexpected”

Makes it...

“sexy yet carefree & innocent”

Ad communication: A sense of romance & seduction


The Ad’s smell:

An overall LIGHT & SOFT scent...

WOODYforest trees

WARMsweet fruitiness

A touchpowder-vanilla

& floral


The Fragrance Characteristics

surprising - innovative

noticeable - bold - profiled

Femininity in terms of...

Joy of life - happiness

freedom & independence


Summary: CHANEL CHANCE

“ You will instantly love it & not use another one!”“Men will be instantly attracted by this person!”

Is the CHANEL CHANCE fragrance

surprising – innovative – bold enough

to fulfill all those high expectations ?


2nd EXAMPLE:

Black Cashmere DonnaKaren


Ad communication:

A sense of luxury & Sexiness


The Ad’s smell:

A heavy, powerful scent polarized between a strong signature & a soft sensuality…

ORIENTAL-like CARINGSensual Skin Feel

SOFT - PowderySPICYmusk

warm skin feel


surprising - innovative glamorous - sexy - mysterious

mature

Femininity in terms of... Elegance - Sophistication

Passion & Seduction



Summary: BLACK CASHMERE

“Makes you feel luxurious, important! Your partner wants to be near, you want to be pampered!”

Can the Black Cashmere fragrance

control the difficult balance between

a strong signature & a soft sensuality?


A Different ‘Femininity’!

Lightnessjoy of life - happiness freedom/independence

CAREFREE - ENERGY

Heavy-PowerfulElegant-SophisticatedPassion - Seduction

SENSUALITY

both are PLAYFUL

&FEMININE

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3rd EXAMPLE: POLO RALPH LAUREN BLUE


Ad communication:

The ‘classic’ a little newer


Cool-REFRESHING A touch herbal-green

“Mint & (cedar) Wood”“Green leaves

with citrus”

The Ad’s smell:

A revival - a classical smell...


sporty - casual - young - light - natural


Masculinity in terms of...

Individuality - Carefree – Self-confidence -

SERENITY


Summary: POLO BLUE

“A breeze of cool crisp air PLUS

a chunk of individuality, a bowl of sunshine & a hint of masculinity”

Is this fragrance “classic ” and “interesting/new” enough

to attractthe younger RALPH LAUREN target?


4th EXAMPLE:

KENNETH COLE


Ad communication:

‘...in style for people who love fashion’


The Ad’s smell:

Masculine Cliché Type “Not too perfumery” YET:

STEELMetallic

Masculine“wood”

Cedar – Sandalwood

SEXY:

Leather- Musk



Very contemporary & masculine

Masculinity in terms of...

Sexy - Erotic - Seduction - Sensuality


Summary: Kenneth Cole for Men

“A noticeable fragrance, something that could turn your head”

How is the ad’s smell in terms of the Kenneth Cole fragrance for women ?


Why is the smell of a fragrance ad so important?


Ads make consumers try the fragrance

The imaginary smell leads to very concrete fragrance expectations!

Consumers go with those expectations in mind into the shops to try the fragrance.

In the shop the juice has at least to fulfill – if not to go beyond – the expectations evoked by the concept.


Successful Fragrance Marketing means…..

Ads have to

make consumers want to try the fragrance

remind them to buy it

reassure them that it remains the best choice

The juice has to

make consumers love the fragrance

make consumers “addicted” to the fragrance

on a long term basis



Nothing should be left for Trial & Error!

Everything has to be developed cogently!

The investment in a strategically driven product development is crucial for market success!



Camille McDonald: (WWDBEAUTYBIZ from March 2002)

“ Vendors should create innovative, cogently targeted products …and must provide clutter-proof consumer communication!”

ANALYSIS The Scent Company International :

“ The smell of a fragrance ad is an essential tool for a perfectly coherent and strong marketing mix!”

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Documents

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ads smell

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smell pictures

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