There are many trends for 2014/15 in fragrance adverts.
The setting and scene trends are water and nature. Many brands have used these trends to advertise their fragrances including Calvin Klein, Tom Ford, Bvlgari and Dolce and Gabbana.
Tom Ford – ‘water’
Dolce&Gabbana – ‘water’
Marc Jacobs – ‘nature’
Estee Lauder ‘nature’
Many actors, supermodels and musicians have started to model for fragrance adverts as this could allow more consumers to buy these products. Some of these include Chris Pine, Kate Moss, Cara Delevingne, Alicia Keys and Gwyneth Paltrow.
Gwyneth Paltrow for Hugo Boss
Julia Roberts for Lancome
Gender is another trend for fragrance ad’s. Gender equality is a macro trend for 2014/15 and currently, male and female are becoming more equal in society. We can tell this from these different adverts…
Reveal – Calvin Klein
Karl Lagerfeld
Throughout last year and this year, perfume bottles are becoming more unusual and many brands are producing whimsical bottles to create uniqueness for their fragrances and brands.
Moschino Fragrance
Girl by Pharrell Williams
Lastly, the arrangement and position of the bottle in many of the latest fragrance ads have been positioned in the right side of these perfume adverts. This may be because it is the first place the consumer looks at.
B.Balenciaga
Intenso by Dolce&Gabbana
Secrets and Sequins 