We often see fragrance ads in magazines, but the new Winter 2008 issue of L'Officiel Hommes takes it a step further by dedicating a whole editorial to celebrate iconic perfumes.
The editorial 'Cool Water' by photographer Milan Vukmirovic features model Patrick Kafka alongside larger-than-life bottles of famous fragrances.
The featured bottles include fragrances by Dolce & Gabbana, Cartier, Boss, Prada, Armani, Gucci, Ralph Lauren, and more.
Implications - One of the best (and fastest) ways to attract attention with an advertisement is through the use of overt sex appeal. Corporations stand a good chance of attracting eyes and brand awareness to their product simply by featuring a less than fully clothed model in the ad.
Fragrance Fashion Editorials
‘Cool Water' Spread in L'Officiel Hommes Celebrates
Trend Themes
1. Overt Sex Appeal - Capitalizing on overt sex appeal in advertisements can attract attention and increase brand awareness.
2. Celebrity Fragrance Endorsements - Having celebrities endorse fragrances can enhance brand recognition and attract consumers.
3. Interactive Fragrance Experiences - Creating interactive experiences around fragrances can engage consumers and drive sales.
Industry Implications
1. Fragrance - In the fragrance industry, utilizing overt sex appeal and celebrity endorsements can disrupt traditional marketing strategies and drive consumer interest.
2. Fashion - In the fashion industry, collaborating with fragrance brands can create unique editorial opportunities and cross-promotion.
3. Advertising - In the advertising industry, developing interactive campaigns centered around fragrances can create memorable experiences for consumers.