Communication strategies

We can find three main types of advertising content for perfumes.

The positioning and advertising based on psychological desires

The purpose of this communication is to trigger positive emotions to cause consumer acceptance for the perfume. In such a context, the ad features a cleverly positioned from the strongest desires, conscious or not, consumers product. Through this placement, marketing and advertising operate two types of desires and motivations. The primary motivation for buying a perfume is based on narcissism. Advertising then seeks to ensure that users identify themselves to a person who embodies the cultural and social ideals. The aim of this type of advertising is to reach people who use scent to help build an identity and self-image valued. In using this brand, the consumer seeks to look like to the character in the commercial. The perfume become an « olfactory identity card » and even directly involved in the construction of the identity of the individual.

Enhancement and social distinction are also another motivation to buy a perfume. In some ads, the luxurious universe in which the product is consumed mainly flatters this motivation. By the consumption of high-priced products, the individual wants to show, or make others believe that he belongs to a superior social category.

Positioning based on patterns and current social values

To counter market saturation and difficulties to stand out from competitors, manufacturers have developed a new concept based on trends and current social value. This kind of advertising is a success when it pleases to many people. As by definition this type of positioning cannot last, manufacturers have decided to minimize the risk by balancing short-lived by a large quantity of products sold immediately. The advertising intensity and broad targeting also place a significant communication budget. For example, during the launch CK One, calvin Klein has invested around 76 million euros. Calvin Klein used the trend of « androgynous » which has led the development of several Fragrances « unisex ».

Positioning based on « artistic creation »

Several marketing studies have shown that some consumers are looking for a fragrance that is a real artistic creation and a work of art. Brands offer these consumers to wear a « confidential », a long process of artistic creation. As the main motivation here is the social distinction, embodied by the scarcity of the product, advertising must be finely targeted and discreet.Sources :

http://smallbusiness.chron.com/perfume-advertisement-strategies-45134.html

http://thoughtleadership.sismarketresearch.com/the-market-research-journal/2008/11/12/luxury-perfumes-and-effective-advertising.html

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Calvin Klein unisex perfume

Chanel brand strategy

Products

The range of Chanel products is divided in three key areas. Some products was created by Coco Chanel and renewed by the following designers.

• Fashion :

– Haute couture and prêt-à-porter

– Accessories: handbags, shoes, glasses.

• Perfumes and cosmetics: makeup and skincare

• Jewelry and watches

There are also sports products and unclassifiable products

Logo 

The Chanel logo is an interlocking double C. It is simply derived from the nickname of Gabrielle – Coco. This sign become the logo after the first openings of Chanel stores. The combination of black and white is typical for the brand.

We already know that the atmosphere of the monastery where she grew up influenced the choice of Gabrielle for these two colors. Moreover, we can notice that these colors suit perfectly with the Chanel style that we know today. The black color expresses the elegance and purity that the brand evokes. We can say that the logo perfectly represent what Coco wanted to create: a simple and a purified fashion.

Chanel values

The brand is today an emblematic brand of fashion, which keeps a lot of values of the brand equity. The brand’s values never changed and this is on of the reason of its success. The values are still the same of the beliefs of Coco Chanel.

The Chanel employees have to keep in mind the philosophy and the values of Coco Chanel. This vision makes the employees change constantly with the times and the environment.

As President Richard Collasse of Chanel Japan said, “Chanel itself is the world’s top brand of absolute luxury.” The first-class market is and will always be the market in which Chanel strives to be the best.

Having said that even if Chanel is a luxury brand, this is not a brand which is elitist. Indeed, Chanel was a brand that underprivileged Coco Chanel developed out of nothing. Although it belongs to the category of luxury brands, unlike others such as Hermès and Louis Vuitton, Chanel did not emerge as a result of the needs of royals and aristocrats.

Today, the Corporate Foundation Chanel resonates with the values and history of the house. It aims to promote the independence and well-being of women by facilitating their access to education, vocational training, employment, business creation and social networks.

Identity prism

How they communicate the brand personality ?

From a global perspective, Chanel adopted the communication codes of a luxury brand. Chanel is trying to develop a more human brand image, in maintaining an elitist tone, forced symbol of luxury brands. The spirit of their adverts is minimalist and simple. One more time we can notice the exclusive image of simplicity, minimal suggesting the lettering.

To develop communication campaigns, Chanel counts on innovation and differentiation. For example, in 1956, No. 5 is the first perfume to appear in a television commercial in the United States.

Simple, elegant and stylish, Chanel embodies the freedom of women, some idea of the quality and French way-of-life.

Chanel’s ads also highlight the know-how “home-made » products, but also the innovative aspects in materials design. In advertisements, Chanel just reminds us the existence of the product, not necessarily in showing it.

Compared to its competitors, currently Chanel conveys an elegant picture, but slightly rebellious. Its new strategy is to revisit its codes with a touch of impertinence. Chanel wants to be where we do not expect it to be especially where other fashion brands, with high activity in the cosmetics industry, are not.

A change that can be summarized by Gaspard Ulliel in the commercial male fragrance “Bleu de Chanel”: “I’m not going to be the person I’m expected to be anymore”.

The key to this mystification of Chanel products: international muses and the greatest directors. These muses are staged on different communication media.

Regarding the video clips, they are real short films whose purpose is to seduce the consumer unconsciously creating in him the need or desire for a product. In another article, we’ll see how Chanel communicates on its main fragrance: Chanel No. 5. Marilyn Monroe to Brad Pitt, Chanel made perfume become a myth with its famous celebrities.

Regarding the ads in magazines, Chanel exclusively advertises in high quality fashion related media, magazines such as Elle and Vogue.

Chanel encourages fashion magazines to publicize about their products, whether it coulb trough a recent fashion show or a description about a new fragrance. In most fashion magazines such as Vogue, Chanel products are often featured on models.

Chanel make also advertising through internet via : other variations of tv advertisement or videos (chapter) on YouTube, Chanel.com, and the Chanel blog.

Chanel created also a dedicated website for the watch « Chanel Première », and also follow the trend of the « One Page Slide ».

Brand image : Dior vs Chanel

Identity card and moodboard of the companies 

The comparison

In opposing Dior and Chanel, two strong brands and two very distinct images of femininity can be identified. On one hand, Chanel perpetuates the mission that Mademoiselle was set: style for all women, whatever their age. Femininity based on a respect for women, a refinement without artifice, without exaggeration: the simplicity of a comfortable and functional fashion dressing the active woman. However, the Dior woman falls exclusively within the « trendiness ». Upon his arrival in 1996 in Dior, John Galliano reinvented the brand image by making it bolder. Dior woman is then more liberated, playful and laugh at appearances.

In this, graph we can analyse the strategic segments of Luxury brand. Positioning is according 2 criteria: positioning in luxury in different level and the positioning of the brand image: from the “classic and elegant” trend to the “sexy” trend.

Decision making-process

Nothing is more difficult than to evoke the scent of a perfume. The bottle can provide a visual on a shelf or on screens. But the essence itself? How to make people dream, and create desire?

The image that industry will give to a perfume is determined primarily from two questions: What motivates a person to use or buy a perfume? What is the decision-making process?

The major part of the decision-making process for the purchase is happened out of the store without any contact with the olfactory scent. We can notice this case when the person is mainly attracted by advertising and the image of the brand. How can it be possible that advertising is as effective as the contents of the messages are so far from the same intrinsic characteristic of perfumes: their smell?

A characteristic of perfumes’ memories is that it is often associated with elements of life: the scent is associated with a memory, a scene or a place emotionally charged, sometimes with a person.

Mental images associated with fragrance play a key role in the decision making process among several brands.

In a first step, advertising must trigger the desire to go to the outlet to try the product. But advertising also predispose consumers to favourably assess the scent. The value of the product is thus almost entirely given by the positioning and the message of the advertising.

Finally, the second part of decision-making process occurs when the person goes to the point of sale without having already made his choice. With the ability to feel the fragrance and see the bottle, people will evaluate different brands to have an opinion on each of them. This can concern the price, appearance of the bottle, current promotions.

This is why the appearance and name are significant elements for the development of the brand image. The truth is that many perfumes have similar smells or contain similar ingredients. The marketing tools are very useful to setting one brand apart from the others. The perfume chosen will allow the buyer to strengthen his personality. The choice of the smell is of course depending on the personality, but the look and design of the product will also appeal depend on the personality of each others: colourful packaging, refine and classic styles …

In a future article we will see what elements fragrance brands rely to arouse emotions in the potential buyer.

Key figures:

For the french market, a customer spends on average 7 minutes on a point of sale like Sephora. Which makes difficult to establish a relationship with the customer and tell him the history of the perfume. This also makes the advertising very important to attract the customer. Moreover, in general, the customer is interested in its history and origin of ingredients. It’s on the Internet, that is will be able to find these information. Because he likes knows the « olfactory » speech and the aspirational and emotional speech.

In 2009, French women’s perfumes Top 3 , J’Adore, La Petite Robe Noire and La Vie est Belle * have all earned their stripes with campaigns where the juice is not mentioned. * Source: The NPD Group / panel BeautyTrends®

Dior

Dior

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VS.

Dior