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 difficult
ies 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
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