Different narratives in Fragrance | The Perfume Series
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The Perfume Series | ONE
For the next project I have to do at University I have to create a fragrance brand, which can be anything from perfume, to body lotion - anything that's part of the fragrance market. Creating a perfume would be the most obvious choice though, and the option that we're being taught about the most.
In a lecture last week we were taught about narratives within perfume and advertising. The list we were given isn't what they're actually called in the industry, it's just what Tim, our fcp lecturer, came up with.
He gave us four narratives; Sensuality & Indulgence, Trust & Honesty, Humour & Kitsch and Tradition & Heritage. It's only when you start deconstructing an advert do you actually notice these narratives and how as a consumer we don't really take notice of them. The examples Tim gave us were quite old adverts so I thought I would share some more recent examples of adverts that have these narratives in them.
Sensuality & Indulgence
Key words: Forbidden, Seduce, Passionate
This is the new Goldea perfume by BVLGARI. This advert is very mysterious and sexual, the model has direct mode of address and the smokey eye draws the consumers in. The main gold colour connotes luxury and desirability which would make the consumers want it because it would make them feel like they're wearing something very expensive and challenging. The model looks like a bronzed goddess, like an Egyptian princess, with the bronzed skin and the contrasting dark hair which is another reason why it's quite sexual, too.
Trust & Honesty
Key words: Natural, Authentic, Spiritual, Purist
This is the Hermès Eau de néroli doré fragrance, which has been targeted as a genderless fragrance. There isn't a model in the picture which means that consumers are not going to be fooled or teased into buying or looking at fragrance because of the person that is on the advert. It's also perfect as it's a genderless product so both men and women would look at this and want to buy it. The colour palette is pretty basic, just including the colours that represent the smell of the fragrance. Consumers will be able to tell the scent of the fragrance instantly.
Humour & Kitsch
Key words: Camp, Wit, Theatrical, Ironic
This is the Fresh Couture fragrance by Moschino. As you can see the advert and the packaging is very fun and playful, looking like the typical 'stay at home mum' look that you saw a lot of in the sixtes and the seventies. From the advert the consumers can guess that it's going to be a very fresh scent, probably citrusy or that sort of scent. The woman is still looking glamorous though even though she's being made to look like she's cleaning windows or something of the sort.
Tradition & Heritage
Key words: Romance, Nostalgia, Vintage, Class
This isn't a new fragrance but I really wanted to include it because I love this advert. This is the Balmain Ivoire advert from 1988. This is a very traditional advert, showing a very sophisticated woman from the 60's I want to say, looking into the mirror. There isn't anything sexual about this advert which is why it's traditional and classy, and the fragrance is said to be Audrey Hepburn's favourite perfume. As you could imagine, it's a very sophisticated smelling scent, aimed at adults and older consumers because of its musky notes within it.
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