Perfume commercials always show extravagant content. They make us picture that their scent can teleport us to a fantasy world.
Therefore, I agree that fragrance advertisements are often strange but are they ineffective?
Well, sometimes they work like planned, and sometimes they don’t.
So, let’s find out why perfume commercials are so weird.
Why are fragrance commercials so weird?
Perfume commercials need to be very creative and different. Unlike other cosmetic items, we cannot actually see the difference a spritz of scent can have on us. So we are shown the feeling or the ecstasy of emotions that a particular fragrance can convey through commercials.
Why are Perfume and Cologne Commercials so Weird?
A lot of planning and preparation goes into creating a perfume commercial. As you know, a fragrance can ignite emotions and boost your confidence.
But how can you know a scent can do wonders without smelling it yourself?
As a result, brands try to promote their perfume’s ability through outrageous scenarios in a commercial to get our attention. For example, lipstick can make us look pretty, and we can see that while fragrance can make us feel out of the ordinary, we need to visualize that.
Here’s what fragrance commercials aim for:
1. Keep the product on your mind
First, you wouldn’t remember a fragrance if an unknown person advertises it. So the more popular the celebrity, the more you’d get interested in the item.
In addition, you’d search for a perfume online when a specific celebrity promotes it.
Second, we see tons of various ads every day – so let’s ask yourself how many of them leave a solid impression on you? So if a perfume commercial is sometimes weird, this is actually good for the market. Weird is memorable because it’s not ordinary!
Lastly, fragrance companies know that if they create a memorable commercial, they can increase their revenue through us consumers.
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2. Appealing to a wider audience
Most perfume commercials convey feelings of luxury, sensuality, prosperity, wealth, etc. And these themes are repeated over the years because they project the goals of a wider audience.
For instance, who wouldn’t desire to surround themselves with luxury?
Therefore, when we see a fragrance commercial subjected to a luxurious lifestyle – we begin to regard them as the same. So we start to visualize that wearing that particular perfume will help us achieve our goals or make us smell like our favorite celebrity.
So when we see a perfume commercial, it may appear weird, but once the idea settles in our minds, we start getting attracted to it.
Why do Perfume Ads Make No Sense?
Perfume ads have one thing in common: their lavish portrayals of everything. For example, a gorgeous celebrity looking and doing something extraordinary.
Although fragrance advertisements make no sense, they both confuse and captivate us.
Firstly, you cannot compare perfume with other beauty products. For example, you can show that an eyeshadow makes your eyes more prominent, but you can’t convey the aroma of jasmine through spritzing. As a result, fragrance has to be portrayed strategically to sell them.
Therefore, luxury brands like Chanel, Armani, and Prada opt for extravagance to grab our attention.
Moreover, watching what a perfume can do feels aspirational because it is labeled as luxury and does justice. So you see ads that are so unbelievable, sensual, and ooze wealth – you get pulled towards that idea.
Further, the topic that can attract you to perfume is sensuality. Consequently, ads are often voyeuristic, relying heavily on sexual scenes to encourage consumers to buy the product. For example, you’d often see handsome celebrities making out in perfume commercials – so bringing sex element and romance gets their target audience.
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Meanwhile, every fragrance has it’s own personality; some are meant for serious business, some are for showing wealth, and some are for intimacy.
Similarly, from an ad, you don’t exactly know how that perfume smells, but the whole scenario leaves a lasting impression on you, and you return for it. It is what the brands want, and they end up with millions of views.
Above all, these outrageous contents are selling, and brands are making money. However, most people tend to stick with the perfume they love, so generally, we don’t buy perfume now and then after seeing a commercial. And there are a variety of emotions a scent has to offer – so different categories of people get to experience it according to their taste.
Likewise, perfume brands focus on feelings rather than the product first because a scent is an emotion intriguing us consumers by presenting a lifestyle.
In short, making sense doesn’t sell in the world of aroma, so we are fed with ridiculous but enchanting promises a spritz of fragrance can give us.
Why are Perfume Commercials so Dramatic?
Perfume commercials convince you to purchase their scent without smelling it first. The dramatic approach is their advertising tactic to keep you engaged and make you curious.
Therefore, a fragrance commercial shows you a story and ties your feelings with it to show the unrealistic world.
As a result, the question may pop up in your head: why are the perfume commercials so over the top? But now you know, the dramatic content sells as they get us hooked even for not the right reasons.
Here is some reasoning that can be the reason behind making dramatic perfume commercials:
Flashy Content
Perfumes are luxury items that aren’t so affordable. Moreover, a scent resonates with elegance and everything high-end. So it’s commercial needs to portray a fragrance’s identity and what it has to offer to you – as it cannot be seen but felt.
For instance, you see a perfect world where everything and everyone is out of a fantasy world. And an aroma may not make it a reality, but it can make you feel the part.
Silent Scenes
You may have noticed that the pitch-perfect people in perfume commercials don’t talk. As the saying goes, ‘actions speak louder than words – that’s what they do. So the aim is to show us different emotions a scent can invoke.
Repeating Storyline
Fragrances always endorse seductiveness. Although the topic gets portrayed differently with time, it’s still there – nothing new.
Nobility
Brands rely on their reputation instead of what they sell or how they present them to us. So they promote elitism and elegance.
Therefore, the advertisements aren’t regular-themed like us, ordinary people.
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Leaving Hints
A fragrance can do different things for individuals. So the way I perceive a scent, you may not feel the same way. As a result, perfume commercials leave the content open-ended and let viewers make something out of it.
However, it’s the same old story for over a decade, and you don’t find any newness– which can get boring.
Reputation over the content
Perfume brands have a reputation for holding. So that is what they focus on more than how they are advertising their items. And they market their items so that their reputation stands firm.
Announcement
Perfume commercials inform people about the brand’s new product and promote their image.
Why do so Many Celebrities do Perfume Commercials?
For decades celebrities have been promoting numerous brands and items – one of the most popular ones is perfumes.
When a gorgeous model or actor does a fragrance commercial, it inevitably gets people talking. So that product receives enough attention from the audience it targets.
For instance, when A-list stars like Beyonce, Charlize Theron, or Robert Pattinson are shown with a beautiful glass bottle of Channel, Dior, or Versace – their presence is enough, and the fragrance doesn’t have to do anything.
As a result, regardless of how weird an advertisement is, we still watch it because of how the celebrities enchant us with promises of aristocracy, luxury, and intimacy.
Conclusion
Indeed, fragrance commercials are weird. You know what? Even the brands acknowledge that.
Meanwhile, perfume brands try to be creative and add more beauty trends.
However, you also need to understand that fragrances are select items, so their advertisements will differ from other beauty products. Moreover, they don’t target mass consumers for their profit and know-how tangible their sales are.
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In conclusion, the pompous and unrealistic commercials are to promote the perfume brand and reputation.
But I think they can change their mindset before creating perfume commercials.
What do you think? Let me know in the comment section below.
