This type of advertising tends to create nonexistent qualities in the product. We are shown fundamental values beyond rational levels.
Perfume ads have been converted into authentic Christmas views. Who hasn’t given a perfume bottle as a Christmas gift? This type of advertisement it highly effective in terms of customer’s purchasing decision. The main reason for this decision response is directly tied in with the benefits the product provides. But what advantages does this product provide that makes them superior over another brand? What kind of promise do they offer to the target audience?
Why do we buy perfume without testing it out?
At the time of a perfume ad, the item is shown as an object of desire. While the basic benefit would be the perfuming and providing a good smell. In reality, it’s difficult to properly reflect the scent into a worded description. It’s assumed the scent is pleasant. Additionally, there’s a big problem in the fact that there are a multitude of options. This is why brands try extremely hard to differentiate themselves from their competitors which is almost impossible.
It makes sense to take advertising a step further. A tendency to create nonexistent qualities in the product happens. These ads mainly show values that bring us the perfumes in a way that escapes rationality: the use to feel more confident, able to win, beautiful, and admirable. With that, a connection is created that builds that long-awaited trust between the customer and brand. The protagonist of the advertisement may not even interact with the product.
Familiar perfume ads:
CHANEL No 5
This tendency to create stories has more of an impact today than before. Specially in this campaign; a wink is made to remind viewers of the Moulin Rouge movie with Nicole Kidman. The only change is that the woman and the Chanel brand are constantly shown throughout the scenes.
VALENTINA BY VALENTINO
Valentina is a modern, different, attractive, fearless woman. She’s even rebellious. Interesting note, we can figure out the target audience of this product before even smelling it. After this, no 80-year-old lady has purchased Valentina…have you seen any?
INVICTUS – PACO RABANNE
The great example involving an attractive victorious man. We find ourselves in front of a clear case of overpromise. The perfume ad includes chauvinistic elements. Let’s remember that Axe also played this angle with these elements a few years ago and that didn’t turn out very well.
ARMANI CODE – GIORGIO ARMANI
Once again, a story between a man and woman without the presence of the perfume. However, without the smell, the woman would not be able to follow his companion because of all of the temptations that crossed their path. The musical elements play a big role in giving action and transmitting sensations in this short story.
FLOWER BY KENZO
Advertising created by Spike Jonze and starring Margaret Qualley. Mutant brain – is the so called advert- is to show that an ad for a women’s perfume can be anything but cheesy. Respecting the product line in which we see the perfume up until its final presentation alone, the protagonist breaks out in an energetic dance after escaping from a formal hyper ceremony.
DOLCE & GABBANA LIGHT BLUE
This ad plays with an elevated eroticism element, also like the previous examples. However, here it’s specified to a further limit. The story makes us forget the product until the end when it displays the bottles.
Again and again they use the same emotions, love stories, men and women desire for each other, and triumphant. These ads definitely are cases of overpromise. Consciously, every spectator knows that somehow what is displayed won’t happen. However, we put our trust in the perfume and we still buy it. We’re even faithful to brands at times. Surprisingly, the emotional component takes over us. We know, but we still enter the game. After all, what would today be without these types of advertising?