Happy Valentine’s day readers! I had a (huge) amount of Tiramisú chocolate candy and Saturday evening an amazing dinner at Ura, one of my favorite’s restaurants in Barcelona – really cool place, also to go with friends, the food is delicious and after dinner the light goes down and the party starts! However, I’m not here to talk you about my Valentine’s day, but about the new trend on fragrance’s communication.
Everything started with Emma Watson’s speech on Feminism for the U.N. This moment worked as a detonator for the Fashion world to start reclaiming women’s rights. The ideas our grannies fought for – back in the 60’s – were a little bit forgotten, but the raise of violence cases against women in middle east and african countries have made this issue be hot on the agenda.
Specially, the fragrance sector has taken the message very seriously. Last October 2014, Chanel was launching their new communication for their legendary scent Chanel nº5 staring Gisele Bundchen. The message underlined was – “Chanel will be able to re-imagine the fragrance for the next generation of the modern woman” and defined this type of woman like “the one who makes her own decisions and struggles to balance her priorities in daily life“.
Armani’s recent fragrance Sì had new advertising at the beginning of the year. As surprised, Cate Blanchett didn’t star this piece, although the brand kept on communicating to a woman that says “yes” to herself. The video shows different women facing challenges that any of us could have, but at the end, they all reach their objectives. Through the ad we can hear words like “courage”, “love”, “emotion”, “destiny” and “myself”, clearly a message to the Modern Woman that Chanel talked about.
But, my favorite is definitely Dior’s last effort for Miss Dior, staring one more time beautiful Natalie Portman. This campaign, which was launched a bit more than a week before Valentine’s day, celebrates a different approach to romantic fulfillment. It shows an independent and inspiring woman that would choose her own happiness vs. the “right thing to do”.
The campaign follows the success of Chanel nº5. It started with an 8″ video teaser on the brand’s social media, clamming the hashtag #ItsMissActually, and after some days they launched the 60″ spot and the director’s cut version on their YouTube channel.
First, I wanted to write about the power of the hashtag (#) in the fragrance world. Lately, it seems that the success of a campaign depends on the hit of its hashtag and luxury brands like Chanel, Dior and Armani have realize about it. It’s the realization of sharing-between-people and the most wonderful way of spreading and finding information. I think that if you want your campaign to be top of mind of your customers, you need to hire a good copy writer team to makes great hashtags 😉
However, I’ve found this slightly message that brands are launching through their ads and I thought it was a good idea to write about it on Valentine’s day – Top models shown on erotic situations, flirting or just showing how sexy they become when they use the perfume, is not trendy anymore. You just have to go through these ads to see that empowering self-aware and independent women is the pattern now. But I’ve got a question – Is this kind of message selling more perfumes? We’ll have to wait for Nina Ricci’s L’Éxtase launch to have an answer 🙂