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Izzy Pugh, Hazel Barkworth, Lucy Barrett, Ellie Sellar, Al Downs, Tania Heyes, Karen Foster and Sara Springer, MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Diageo, the alcoholic drinks manufacturer, which analysed why perfume marketing was successful in targeting women, and how the company could replicate this success.
This article describes research by Diageo, the alcoholic drinks manufacturer, which analysed why perfume marketing was successful in targeting women, and how the company could replicate this success. Qualitative research including visits to perfume manufacturers and retailers, and analysis of communications were used. It was found that perfume marketing is successful because it taps into cultural trends, reacting in a playful way to the world around it.
Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang and Chien-Hun Tseng, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 559-585
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals. This research presents the results of two studies that tested whether product type and individual consumer differences in sensation seeking moderated the effects of sexual appeal type. In Study 1, we conducted an experiment and found that an explicit sexual appeal was more effective in promoting a sexually related product, while an implicit sexual appeal was more effective in promoting a non-sexually related product. The above-mentioned results only held for high sensation-seeking participants, not for those who are low sensation seekers. In Study 2, we used a different manipulation of product type and replicated the results. The findings underscore how important it is for marketers to learn more about how different sexual appeals work. The findings also illuminate how practitioners can avoid negative consumer reactions to a sexual appeal.
How Elizabeth Arden generates shopper insights
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers.
This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers. The research strategy seeks to distinguish consumers and shoppers, and to identify opportunities. Described are three different levels of research budget and the methods that can be used to match them. Lower budgets should be used for broad based surveys, ideally on mobile, while bigger budgets allow for greater segmentation. To maximise the impact of research, three top action points should be identified and executed quickly.
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This relaunch campaign in the French market for Dior J'adore, the flagship women's fragrance from Parfums Christian Dior, aimed to make the perfume the top-seller over the Christmas holiday season and depose Chanel No.5 from its status as the iconic market leader.
This relaunch campaign in the French market for Dior J'adore, the flagship women's fragrance from Parfums Christian Dior, aimed to make the perfume the top-seller over the Christmas holiday season and depose Chanel No.5 from its status as the iconic market leader. The resulting creative strategy positioned J'adore as the creative force of the overall Christian Dior brand. A TV-led strategy featured a commercial starring a range of iconic women from the past, with support from newspapers, magazines, outdoor and digital. Dior J'adore recorded annual growth of 17% over the previous year and gained leadership in the Christmas market.
Lacoste L.12.12: Polo in a bottle
European Association of Communications Agencies, Silver, Euro Effies, 2012
Sales of Procter & Gamble's Lacoste scent line were declining and its brand image was becoming blurred, especially among the young.
Sales of Procter & Gamble's Lacoste scent line were declining and its brand image was becoming blurred, especially among the young. The brand needed to launch a signature male fragrance, and restore growth, partcularly in the key markets of France, Germany, the UK and Spain. It built its campaign by aligning the scent with the image of the classic Lacoste Polo shirt, and using visual allusions to the shirt in a series of television, magazine and digital creative expressions. An event was also added to the mix. This case study includes evidence of the success of the approach which includes growth in value sales and value share.
Lessons in advertising from the largely ignored
Jeremy Bullmore, Market Leader, Quarter 2, 2012, pp. 20-20
Typical perfume advertising is unlike most other advertising: it usually features models in abstract settings, little copy is ever needed, over and above the name of the brand, and is therefore seen as being formulaic and uncreative.
Typical perfume advertising is unlike most other advertising: it usually features models in abstract settings, little copy is ever needed, over and above the name of the brand, and is therefore seen as being formulaic and uncreative. However, perfumes rely on implicit associations delivered by visual cues. These communications allow consumers to do most of the associative work themselves, attributing brand qualities without explicit direction. Jeremy Bullmore suggests that it's an approach that has lessons for marketers in other sectors.
Penhaligon's Christmas boxes 2010
Design Business Association, Bronze, Design Effectiveness Awards 2012
Penhaligon's is an English boutique fragrance house with a long heritage. For Christmas 2010, the company wanted to redesign its gift range of eight SKUs, as the holiday period equates to 50% of annual sales and it was felt that previous gift boxes struggled to reflect the brand's personality and premium nature.
Penhaligon's is an English boutique fragrance house with a long heritage. For Christmas 2010, the company wanted to redesign its gift range of eight SKUs, as the holiday period equates to 50% of annual sales and it was felt that previous gift boxes struggled to reflect the brand's personality and premium nature. Following the redesign, which evoked a Victorian style, like-for-like sales were up 23% and overall sales volumes grew by 38%.
Procter & Gamble: BOSS Orange
European Association of Communications Agencies, Gold winner, Euro Effies, 2010
This campaign, winner of a gold award at the 2010 Euro Effies, introduced HUGO BOSS - a brand best known for men's suits - to the female fragrance sector.
This campaign, winner of a gold award at the 2010 Euro Effies, introduced HUGO BOSS - a brand best known for men's suits - to the female fragrance sector. The product, BOSS Orange, went to #1 in its category following launch in the UK and DACH, with revenues hitting 135% and 270% of target in these areas respectively. The target audience were "Emotional Indulgers" - twenty-something women who wished to be "happy in their own skin" and expressive. In contrast to the perfume ad cliché of glamour and decadence, the creative focussed on the qualities of authenticity and happiness - resulting in a more "achievable" sense of beauty being conveyed. Celebrity branding was key to the campaign, with UK actress Sienna Miller becoming the perfume's endorser - a "personality", rather than a supermodel "face".
Chemistry of seduction - A journey in women’s erotic perceptions and wordings
Adeline Attia, ESOMAR, Fragrance Research, Cannes, June 2009
This presentation describes the exploratory method that led to understanding women’s erotic associations to fragrance.
This presentation describes the exploratory method that led to understanding women’s erotic associations to fragrance. The results of this research helped to find new marketing insights and vocabulary about erotic emotions and sensations, intended at launching new ranges of perfumes for women.
Developing fragrances for developing markets - Strategy and case studies
Emmanuelle Constantino, Thomas Inglesant, Maurizio Volpi, ESOMAR, Fragrance Research, Cannes, June 2009
This presentation describes the work that has been done by Givaudan in putting together best practices and shared knowledge in developing fragrances for developing markets.
This presentation describes the work that has been done by Givaudan in putting together best practices and shared knowledge in developing fragrances for developing markets. The outcome is shown in the form of small case studies that underline opportunities and challenges when dealing with such a broad topic.
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