Fragrance Trend Adverts for 2014/15…

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

Macro Trends of 2014/15

This week, in one of my seminars, we had to identify the macro trends for 2015.

The macro trends that my team and I came up with were:

• Ageing society
• Healthy lifestyle
• Nutrition
• Gender equality
• Sustainable
• Rural violence
• Technology
• Less is more
• Recession – financially
• Niche vs mass
• Religion

These macro trends relate to what’s happening in the world today and they can relate to the fragrance market which is what we are studying.

We then had to relate these trends to the key communication codes from dominant to emergent.

Tradition and heritage

Geographical – less specific

Generic/universal – unique/special

Gender specific – gender neutral

Anti-technology – technology

Purity and trust

Eastern – western

White – monochromatic/black

Straight-forward names – abstract names

Gender specific – gender neutral

Once this was completed, we had to identify any fragrance adverts and pinpoint the key clichés from them.

Urban v Rural

‘These buildings are blocking my sunlight’

‘This pollen is making me sneeze’

‘I am not even tensing, this is natural’

‘The perfumes up here’