Advertising for perfumes

‘Perfume: A cocktail of memories & emotion.’- Jeffery Stepakoff. Truer words about perfume have never been spoken. A perfume is sensuous and instantly lifts your spirits! Perfumes define your personality and eventually become your identity as you are identified by the fragrance you wear. 

Now, talking about the advertisements for these perfumes. Whenever you hear soft and slow music or see a sensuous vibe going on, you know it is an ad for perfume. But, how do we identify these ads? Does somebody come and tell us? No, it has been subconsciously ingrained in us that the ads for perfumes have to look a certain way. Be it print or television, perfume advertisements are different from those of regular products. Since you physically can’t smell the scent, advertisers have to portray the message in different and unique ways. 

Perfume advertisements have to deliver the message in such a way that it stays with the audience. Here are some ways advertisers use to do just that:

The fragrance is important:

While advertising perfumes, it is important to keep its fragrance in mind. The tone of the advertisement will eventually depend on the fragrance itself. If the perfume has a strong and sensuous smell, the advertisement will be bold and out there. If the perfume has more fruity notes, then the premise of the advertisement will be fresh and bubbly. Hence, a lot depends on the type of perfume because we cannot physically smell it through newspapers or television sets.

Other senses are as important as smell:

Because you cannot smell the perfume through advertisements, it becomes a task to sell them. What advertisers generally do is manipulate other senses apart from the smell. The visuals of these advertisements are so strong that it instantly clicks that a perfume is being sold. Visual appeal is very important here. A woman slowly walking in with a blingy dress and over the top makeup makes us believe that a perfume is being advertised.

Important things to keep in mind while advertising for a perfume:

• Make use of samples (for print advertisements) so that people can smell.
• Rope in influencers and content creators to advertise your product.
• Come up with an iconic name for the fragrance.
• The packaging of the bottle should be visually appealing.