The Fragrance Foundation: Fragrance Lasts

The Fragrance Foundation, the educational arm of the fragrance industry, responded to decline in the fragrance category by communicating the emotional value of perfume.

Campaign details

Brand: The Fragrance FoundationAdvertiser: The Fragrance FoundationAgency: M&C SaatchiCountry: UK

Campaign Overview

The sweet smell of success

The Fragrance Foundation responded to decline in the fragrance category by communicating the emotional value of perfume.

Strategy

Traditional fragrance advertising can be stunningly beautiful, but often impersonal and removed from reality. Noting the proven scientific connection between scent, memory and emotion, M&C Saatchi arrived at a campaign proposition "Every scent tells a story". It sought to bring perfume off its pedestal and into real lives.

Recognising number of online conversations around fragrance jumping...

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