Perfume Ad Analysis

Today we were briefed on our next summative project, which is brief 4; 'to create a market research digital booklet on fragrance'.

In our seminar, to start our brains off on some initial thoughts and ideas about the perfume world we had to analyse some past fragrance ads. We analysed them in the same way we'd analyse a poster for a clothing campaign or how we'd analyse a make-up campaign. Breaking it down into separate chunks of which would analyse different areas of the poster.

I decided, that due to our learning now being online that I would create my analysis digitally. I thought that if I do too many things in my physical workbook and then have to scan them in to go into my digital workbook it would look messy. So doing it this way, I was half way there, I can just place these images into my digital workbook to show all of my work before and during the summative that doesn't make it into the market research booklet.

I first analysed this Daisy by Marc Jacobs campaign, this perfume is a favourite of mine. It makes me feel fresh and youthful (although I still am, I dislike fragrances that are too serious), I love wearing it in summer on a trip to the pub or a nice day out.

I have seen a few of the Daisy ads before and always loved them. They make me think of like the ultimate Californian girl, that lives her life freely with no cares; wearing beautiful cotton white or floral dresses, the sea breeze in her hair making it slightly wavy and listens to bands like Haim and Fleetwood Mac.

I think Marc Jacobs were very successful in this campaign and I'd love to know why they created this feel of innocence and youthfulness in the wearer but also have that underlying element of unnervingness that is created when you find the ad is also inspired by the Virgin Suicides.

I then looked at Eros by Versace. I don't mind this ad but I don't like it as much as I love Daisy. Maybe that's because I've smelt Daisy, I own it, I can put the idea that I've created of the scent along with the scent story that they have created.

Overall though, as I mentioned in my analysis I'm not a massive Versace fan. After their stuff in the 90's I haven't seen much that I'm like wow I love that I want it, and I do just find them quite tacky.

I also think I wouldn't like the smell of Eros it is very fruity and bright with tones of apple, mint and lemon. And apple perfume is an idea of vile to me, I hate that fake apple scent on anything. It just seems cheap.

Overall, I really enjoyed this task and am excited to learn a lot more about perfume and the perfume industry as this project commences further :)