Anuncios de perfumes: la publicidad que no necesita mostrar su producto

October 5, 2016 Back to blog

En este tipo de anuncios se tiende a crear cualidades inexistentes en el producto. Se nos muestran fundamentalmente valores que escapan incluso a niveles racionales.

 

Los anuncios de perfumes se han convertido en un auténtico acontecimiento de rebajas, día de la madre, San Valentín o navideño en sí mismos. Además, ¿a quién no le han regalado alguna vez un perfume por cualquiera de estas fechas? Este tipo de publicidad es altamente efectiva en cuanto a la decisión de compra que reside en los usuarios. Las principales causas que motivan dicha decisión responden directamente a los beneficios que nos aporta el producto. Pero, ¿qué ventajas puede poseer uno de estos productos que lo haga superior frente al resto?, ¿qué tipo de promesa que se le hace al target?

 

¿Por qué compramos perfumes incluso sin probarlos?

 

A la hora de anunciar perfumes, estos se nos muestran como un objeto de deseo. Si bien el beneficio básico sería el de perfumar y aportar buen olor, la realidad es que nos encontramos con que el olor no se puede describir. Así que directamente no se comunica, se da por supuesto que huele bien. Además, existe el gran problema de que hay una gran multitud en este tipo de productos. Razón por la cual, las marcas tratan de hacer lo imposible por conseguir esa diferenciación frente a la competencia.

En este sentido se va un paso más allá en publicidad. Se tiende a crear cualidades inexistentes en el producto. Este tipo de anuncios muestran fundamentalmente valores que nos aportan estos perfumes de una manera que escapa incluso a lo racional: Al utilizarlos nos sentimos más seguros, con capacidad de triunfo, más guapos y admirados… Con esto se crea una conexión que construye esa confianza tan anhelada entre el cliente y la marca. Y todo ello sin que el protagonista de la historia ni siquiera llegue a interactuar con el producto.

 

Veamos algunos ejemplos conocidos de publicidad de perfumes:

 

CHANEL Nº 5

Esta tendencia de crear historias cada vez tiene más fuerza hoy en día. En concreto en esta campaña se hace un guiño al espectador recordándonos a la película Moulin Rouge con Nicole Kidman incluida. Lo único que cambia: el chico y la marca Chanel constantemente presente en los decorados.

 

VALENTINA BY VALENTINO

Valentina es una chica moderna, diferente, atrevida, sin miedo. Incluso rebelde. Curiosamente, tenemos claro el target del perfume incluso antes de olerlo. Después de esto, ninguna señora de ochenta años comprará Valentina… ¿o sí?

 

INVICTUS – PACO RABANNE

El gran ejemplo del hombre atractivo y triunfador. Nos encontramos ante un claro caso de overpromise. El perfume juega incluso con elementos machistas. Deberíamos recordarles lo que ocurrió con la marca Axe, que ya jugó con estos elementos hace años y no salió muy bien parada.

 

ARMANI CODE- GIORGIO ARMANI

De nuevo una historia entre hombre y mujer en la cual seguimos sin ver el perfume. Sin embargo, sin este olor la chica no hubiera sido capaz de seguir a su acompañante debido a todas las tentaciones que se cruzan por su camino. Los elementos musicales juegan un gran papel a la hora de dar acción y transmitir sensaciones en este microrrelato.

 

WORLD BY KENZO

Publicidad digirida por Spike Jonze y protagonizada por Margaret Qualley. Mutant brain -así se llama el anuncio- intenta demostrar que un anuncio de perfume femenino puede ser cualquier cosa menos cursi. Respetando la línea del producto en la cual no vemos de nuevo el perfume hasta su presentación final en solitario, la protagonista estalla en un baile enérgico tras escapar de una ceremonia hiper formal.

 

DOLCE & GABANNA LIGHT BLUE

Publicidad que juega con un elevado erotismo. Lo que en el resto de anuncios anteriores se intuye, aquí se especifica hasta el límite de lo permitido dentro de los horarios en los cuales se va a emitir el spot. El relato nos hace olvidar lo que se nos está mostrando hasta el corte de claqueta, el cual sirve para introducir el perfume.

 

Una y otra vez se nos muestran los mismos elementos. Historias de amor, hombres y mujeres deseados y triunfantes. Definitivamente, en este tipo de anuncios estamos constantemente ante casos de overpromise. De manera consciente, todo espectador sabe que lo que en cierta manera se le promete no ocurrirá. Sin embargo ponemos nuestra confianza en el perfume y lo compramos. Llegamos incluso a ser fieles a según qué marcas.

Sorprendentemente, el componente emocional se adueña de nosotros. Lo sabemos pero entramos en el juego. A fin de cuentas, ¿qué serían estas fechas sin este tipo de publicidad?

 

 

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