Why perfume ads are so weird (And why I love it)
If you consume media, you have probably been served a perfume ad multiple times in your life.
These ads usually play out like movie scenes in an already established visual world, with a hero character that embodies what the fragrance is all about. They have 30-90 seconds to sell a fantasy, a feeling and a status symbol, but what makes them really bizarre to me is the lack of a clear call to action.
It led me to wonder - what is it about these ads that feels so…weird? And why do they ultimately work?
To reverse-engineer the visuals used in these ads, we first must understand the product: perfume. Perfume is a powerful tool, present in human culture, rituals and behaviour since Babylonian times.
It can enhance mood and subconsciously change the way people around you perceive you - THIS is what those perfume ads are banking on when choosing the imagery.
This article by Harper's Bazaar discusses some of the most iconic and crazy perfume ads of all time - including a J’adore Dior ad where actress Charlize Theron walks into the Palace of Versailles to walk a runway show down the famous Hall of Mirrors - Marilyn Monroe and other late icons of fashion are present in CGI form. This ad is pure opulence, positioning J’adore in a fantasy world of pure prestige. The message: J’adore is classy, elegant and sexy. Of course, also making Rihanna the face of the fragrance down the line, a no-brainer for Dior, and it matches this messaging.
Another ad featured in this article that caught my eye was Burberry Hero featuring Adam Driver, a fragrance for men. The imagery stays sensual but in a totally different way from Dior. The image is of a wild and free horse galloping across a moody seascape, with Adam running alongside him in parallel. Strong, fast and free.
But what about concepts that have somehow broken into the market without the use of self-projection into the subject, but something a bit more abstract - this is the case for L’eau Papier by Diptyque. A non-gender-specific fragrance that is not trying to seduce you; it is speaking to something you already love dearly - paper. YES PAPER. This perfume is clean and crisp like a brand new journal. The imagery used to promote this fragrance is ink bleeding into paper as an illustrator creates the label artwork. A tribute to natural craftsmanship, a homage to creation.
Something similar happens with Do Son, also an iconic Diptyque fragrance; a short film produced by Werlen Meyer Creative Studios illustrates the world that this product lives in. Summers spent in Halong Bay, Vietnam, captured in a bottle - white florals, tuberose and lotus make it a non-gendered floral dream. The target audience is lovers of beautiful design and storytelling through fragrance, and the visuals cater to that taste.
The perfume industry aims to know its target audience deeply, speaking to their desires and fantasies. Seduction, luxury, uniqueness and storytelling are used as vehicles for its message. Whether you rarely consume perfume, have a signature scent or become an avid collector, ads that speak to you can be a great way to understand yourself as a consumer and the state of advertising in today’s market.
I will say, as a photographer and marketer, I like to dissect these ads since they are clever depictions of a product you can’t really preview; scent is something you only experience in person. What we can illustrate is a visual representation of what using that product might make you feel. Whether it is an architectural editorial, whimsical portraits or ad creative for clothing brands. The intention is always there to speak to the desired audience and make sure they know this is for them.
