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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
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PICTURES are to see –smell –feel – taste
The imagined smell & taste of fresh bread ….
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The imagined smell & feel of a nice day in fall...
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The imagined smell & feel of the rush hour in Manhattan...
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Conclusions
• Words have a smell
• Pictures have a smell
• Fragrance ads have a smell
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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:
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Summarizing
There is a powerful bond
between
Ads & Fragrances
which can be activated
for the development of
a successful fragrance
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1st EXAMPLE:
CHANCE CHANEL
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A balance between...
“Playful and dream-like”versus
“wild-erotic-unexpected”
Makes it...
“sexy yet carefree & innocent”
Ad communication: A sense of romance & seduction
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The Ad’s smell:
An overall LIGHT & SOFT scent...
WOODYforest trees
WARMsweet fruitiness
A touchpowder-vanilla
& floral
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The Fragrance Characteristics
surprising - innovative
noticeable - bold - profiled
Femininity in terms of...
Joy of life - happiness
freedom & independence
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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 ?
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2nd EXAMPLE:
Black Cashmere DonnaKaren
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Ad communication:
A sense of luxury & Sexiness
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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
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surprising - innovative glamorous - sexy - mysterious
mature
Femininity in terms of... Elegance - Sophistication
Passion & Seduction
The Fragrance Characteristics
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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?
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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
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Ad communication:
The ‘classic’ a little newer
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Cool-REFRESHING A touch herbal-green
“Mint & (cedar) Wood”“Green leaves
with citrus”
The Ad’s smell:
A revival - a classical smell...
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sporty - casual - young - light - natural
The Fragrance Characteristics
Masculinity in terms of...
Individuality - Carefree – Self-confidence -
SERENITY
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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?
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4th EXAMPLE:
KENNETH COLE
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Ad communication:
‘...in style for people who love fashion’
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The Ad’s smell:
Masculine Cliché Type “Not too perfumery” YET:
STEELMetallic
Masculine“wood”
Cedar – Sandalwood
SEXY:
Leather- Musk
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The Fragrance Characteristics
Very contemporary & masculine
Masculinity in terms of...
Sexy - Erotic - Seduction - Sensuality
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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 ?
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Why is the smell of a fragrance ad so important?
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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.
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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
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Successful Fragrance Marketing means…..
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!
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Successful Fragrance Marketing means…..
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!”