Advertising on sale point is not new in fragrance business but I noticed something new at Sephora. Some brands started to put their current ad (that features, of course, celebs) on the packaging. You have the regular box and just near a printed box with the reduced size image of what you can see in the mags. I saw it for
Emporio Armani Diamonds, White Linen Pure (E Lauder),
Tresor Lancome, Cerruti for Men (the latest one). You would say … so what? Well, that's something you've noticed in supermarkets (for cheap perfumes or any kind of soup/cornflakes, etc) but in prestige is quite unusual. I remember all the very cheap perfumes of the 90's with girls/celebs printed in not the very best resolution. Packaging (not the bottle) used to be very special in perfumes. I remember the very old Dior boxes with thick paper, embossed letters and everything that makes the difference between a high quality paper and a plain printed one. Dior was the first one to cheapen the paper. I have a Diorissimo from 70's, 80's, 90's and now … Well, the difference is huge and you can only admit that in the past Dior was a name and now it's 4 letters. I will not insist in LVMH because I know their system and I stopped to expect anything more from them than just a bluff.
Speaking about printing the ad on the boxes … I see it as a desperate act of the brands. Because they pay a lot for every inch of ad … they want to be sure that you will not forget it.
There are a lot of brands who failed not only to speak about perfumes (the product) but also about their general idea/belief. Because they lost their soul … they try to vampirize it elsewhere. When Armani insists on Beyonce is because that's the last or only reason one would buy it.
I have a very bad feeling when I see that fragrances started to be treated like instant soups.
The paradox is … the juice itself is not bad!
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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art
