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Why Are Fragrance Commercials So Strange?

News & Trends

23 Feb 2022

3 Min Read

By: Alireza Naghdian

Why Are Fragrance Commercials So Strange?

Have you ever wondered why some perfume commercials are a little odd? From Calvin Klein's famous Obsession ads to Chanel's long history with No. 5 ads, the fragrance industry has gained a reputation for producing strange commercials.

Often extremely elaborate, some fragrance ads do little to represent the product. In reality, this couldn't be further from the truth! Although fragrance advertisements seem strange, they have proven to be quite effective. If you are curious about the reasoning behind these commercials, you're in luck!

Today, we will discuss why fragrance houses have chosen to utilize the iconic ad style consumers have grown to expect and love.

News & Trends

23 Feb 2022

3 Min Read

By: Alireza Naghdian

Why Are Celebrity Perfume Commercials So Incredibly Awful? The perception of perfume ads, particularly celebrity perfume commercials, being "awful" is subjective and varies from person to person. Several factors contribute to this perception:

Condensing the complexity of fragrance concepts into short commercials can take time, resulting in a simplified or exaggerated representation of the scent.
Some viewers may find these commercials overly glamorous or disconnected from reality due to their high production values, elaborate sets, and extravagant visuals. This can create a sense of detachment from everyday life.
Personal taste plays a significant role as fragrance preferences differ.

What one person finds captivating, another may find unappealing. It's important to note that while some may have reservations, others appreciate the creativity, star power, and aspirational qualities that these commercials bring.

Perfume ads often strive to create a distinct and memorable brand image by tapping into creativity and imagination. While some may find these adverts weird, it's because they purposefully aim to transcend traditional boundaries and evoke emotions rather than adhering strictly to logical narratives.

Here are a few reasons why perfume adverts can sometimes be perceived as strange:

Evoking Emotions

Perfume ads aim to connect with viewers emotionally rather than providing a literal representation of the fragrance. They often use abstract storytelling, surreal visuals, and symbolic elements to evoke feelings and sensations associated with the scent.

They Keep The Product On Your Mind

Let's be honest: which ad is a person more likely to remember: one where a no-name actor states the product name or includes a short film with famous actors? Of course, the latter will make a much more significant impact.

When consumers can associate a fragrance with a celebrity, they have an additional point of reference that they wouldn't have had with an unknown actor. Inquisitive fragrance seekers can then search online for the fragrance that a specific celebrity promotes. In addition, that bizarre short film will be much more likely to stick out in a consumer's mind.

Consumers see hundreds of ads a week, and each product attempts to make a solid impression. If a fragrance ad seems slightly odd, this is good. Strange is memorable!

Differentiation

With countless perfumes in the market, brands strive to stand out and be memorable. By embracing unconventional and unexpected elements, perfume ads aim to create a distinct and unique identity that sets them apart from the competition.

Artistic Expression

Perfume ads often blur the line between art and advertising, employing artistic techniques and aesthetics to create visually stunning and thought-provoking campaigns. This approach allows brands to express their creativity and make a lasting impression on viewers.

Capturing Attention

In a world saturated with advertisements, brands must find innovative ways to capture viewers' attention. By embracing weird or unconventional elements, perfume ads can create curiosity, intrigue, and discussion, ensuring their message stands out in a crowded advertising landscape.

They Appeal To A Wide Audience

Fragrance commercials often cover similar topics: luxury, sensuality, opulence, etc. These topics have been repeatedly recycled over the years because they project the goals of a broad audience.

Most, if not all, people desire to live in the lap of luxury, and when they see a fragrance commercial that associates a perfume with a luxurious lifestyle, they begin to equate the two. Consumers will internalize that purchasing a particular fragrance will help them achieve their goals and maybe even smell like their favorite celebrity!

Understanding the Genius of Perfume Commercials

While perfume commercials—especially those featuring celebrities—may often seem peculiar or "awful" to some, they are purposefully crafted to achieve specific marketing goals. These ads leverage emotional connections, memorable storytelling, and artistic expression to differentiate themselves in a crowded market. By evoking feelings, creating curiosity, and associating scents with glamorous lifestyles, fragrance houses effectively capture attention and leave lasting impressions on consumers.

The perceived oddity of these commercials is a deliberate strategy to stand out and remain memorable amidst the hundreds of ads consumers encounter weekly. Whether through surreal visuals, celebrity endorsements, or abstract narratives, these ads transcend traditional advertising boundaries to embed the fragrance in the viewer's mind. As you watch these captivating and sometimes bizarre commercials, appreciate the creativity and marketing acumen behind them—they are designed to make you remember the scent long after the ad has ended.

Are you looking for a fragrance that you saw in a commercial? Come to the Fragrance Market to find all the hottest, on-trend fragrances.