The other day I was flicking through the TV channels, happy as Larry when it struck me how many perfume adverts there were out there, Dior, Diesel and Calvin Klein among many. After conducting a minor survey of the advert selection available due to sheer boredom on one of Britain’s finest, I came to a conclusion; that fragrance advertisements today can be put into four main categories; the fairytales, the hopeless romances, the suggestive and the plain stupid.
You may think that the dividing lines are clear, but look closer at the pups bred between the pedigrees. Take Chanel, for an example, when we talk about perfume, is one of the first established companies that spring to the mind. Recognized by their simple but elegant logo, Chanel perfume is being treated as having the same definition as both "High Quality" and "Stylish". Their promotion of products varies from the iconic and unapproachable Nicole Kidman’s one-nighter in New York with some bloke that was too important to read the headlines in passing to Estella Warren pretending she was five years old again and playing in her mums shoes and red lipstick. Repetition grows boring though, so I guess the...the...the contrast? Could be a good thing that attracts customers from different walks of life. Could be, except its losing its image and edge. The cookie jar suddenly isn’t that far up anymore is it?
Chanel’s founder, Coco Chanel, believed that women who wear a perfume will feel freedom herself and become part of ‘the’ society. She must not have known just how cliché her vision would become in the future years come decades come century forward. Please, do not get me wrong – we all love to dream and fantasise and pretend we live the lifestyle promised with the purchase and today there is no denying the fact that Chanel perfumes are the very epitome of perfumes but tell me loyal supporters of the brand, are you buying the lifestyle, the name or the actual perfume?
So, many celebrities all over the world, no doubt including those Hollywood stars, are all supporting Chanel perfume – why don’t you have a look into that by the way and just find out how many of those bottles are given out as ‘gifts’ aka free advertising or purposely sought and bought. All those people are now connected with Chanel perfume and therefore make it more popular, because of the stars, not the fragrance. One of an excellent example is Chanel No.5 perfume. After such a live advertising and demonstration by those famous people, Chanel perfumes are rapidly become popular and it has already made millions and millions of women crazy about it and exercise the want to have it immediately. Such an effect made Chanel perfume to hype after hype.
Therefore, with more than hundred years of promoting and selling the Chanel brand, it is sure that nowadays everyone would like to possess a bottle of Chanel perfume and, the dream of all women is to walk into the department store, telling to the salespeople to choose a Chanel perfume from the shelves which contain a lot of high class Chanel products.
The tremendous success of Chanel No.5 perfume, which contains ylang-ylang, neroli, jasmine and rose bought by Ernest Beaux, has already made it a very desirable perfume. Though no one (outside of the company) really figures out the exact blend, there is no doubting its popularity and it is believed that a bottle of Chanel No. 5 is sold once every thirty seconds just like Red Bull (- just saying). Therefore, this product is not only for filling the coffer of its maker, it is also proven to have huge success in the public. Well Miss Carole Bouquet, I think it’s definitely safe to say that the fantasy has indeed been shared. Stay classy...or not... .
So yeah, any opinions, critisisms or changes would be muchly appreciated. Oh! and an idea for a title!, thanks guys
The Olympic Torch. x
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