Fragrance Advertising is everywhere and there is no denying its power! The perfect life, the perfect location, the perfect product… the most successful ads draw us into a beautiful, exciting world and make us want to be a part of it. It comes as no surprise then that fragrance brands spend millions ensuring they have the perfect ‘celebrity’ to represent their brand. Rightly or wrongly the face of a brand will often dictate how successful a fragrance is (or not!!). And no matter how often we are told that our choices should not be guided by advertising alone, how many of us have bought perfume hoping that it will make us just a little bit more like Natalie Portman, Gerard Butler, Charlize Theron or David Gandy? The right campaign can be incredibly persuasive when it comes to consumer choice… and that’s before we have even smelled what is inside the bottle!
Here are a few of the campaigns that have really caught our eye (and possibly persuaded us to buy!).
Dolce & Gabbana’s Light Blue
Probably due to David Gandy’s incredible looks, this extraordinary campaign has a ‘once seen, never forgotten’ quality to it. Shot on the beautiful island of Capri, by Mario Testino, the film features Gandy and model Anna Jagodzinska. It encapsulates everything that we love about summer and while it is a highly sensual ad, it also has an element of humour to it – a killer combination. Light Blue is available from Boots, £49 for a 75ml
Watch the behind scenes footage here:
And the full campaign:
Christian Dior J’adore
This iconic fragrance was launched in 1999 with Estonian model Tiuu Kuik as the face of the brand. In 2004 Charlize Theron became the ambassador for this über successful fragrance, a role she retains to this day. J’adore Available from John Lewis, £89 for 100ml.
No list would be complete without arguably the most famous fragrance advert of all time. With the biggest budgets and superstar directors at the ready, every new campaign is hotly anticipated. The 2004 No.5 The Film was directed by Baz Luhrmann of Moulin Rouge fame and featured mega star Nicole Kidman and the impossibly handsome Rodrigo Santoro. The budget was a cool $42 million!!! In 2014 this was followed with a sequel from the same director called Chanel No.5 The One That I Want and starred actor Michiel Huisman and model Gisele Bundchen. Chanel No.5 is available from House of Fraser priced £105 for 100ml EDP.
Kate Moss is perfectly cast as the femme fatale in this short but impactful campaign for YSL Parisienne fragrance advert. Paris at night, an unseen man, a muted colour palette…this highly evocative ad makes a real impression! Yves Saint Laurent is available from The Perfume Shop £64 for a 50ml.