The Advertising - Guerlain

Printed ads

Guerlain as we can see in some examples of adverts, differently than Chanel, emphasises more sex appeal in advertising to draw interest for purpose of sale, this includes pretty woman with nudity. They have featured provocative images to appeal to repressed sexual desires, which are thought to carry a stronger emotional load mainly in rich markets.

It is used public figures to promote its perfumes, such as Hillary Swank and Gabrielle Lazure, famous actresses, which personality represents romantic ness, mistery and sensuality, attributes or characteristics that can match Guerlain’s brand.

The positioning phrases of each of their perfumes, brings different aspects such as attributes of nature “Inspired by nature, created by Guerlain”, using famous actresses to incentivate the identification of the costumers with the perfume “Dare to be yourself”, “I am Shalimar”, and emphazising the sensuality, sex appeal “Body and Soul”.

Colours used are soft, not very bright, representing a warm but sophisticated feeling to the brand.

INTERNET- Online advertising

Guerlain, even though the images are presenting luxury, exclusiveness in a conservative way, but yet a warmer feeling, the website not only informs about its perfumes, goes further in order to maintain a fresh image and closer to customers, as a differentiation attribute, it gives you the option to create or personalize your fragrance and as well as the bottle.

Additionaly, maybe as part of becoming one of the brands of the strong luxury brands group, has went into the social network, applying the Facebook link into their website.

As we can see, now even one of the oldest brands in perfumes, has surrended into the globalized world that we are into. This brand has made one step forward, to keep the pace of this constantly changing market.

Tv adverts:
As you could see from the printed ads, Guerlain uses a more explicit image of sexuality, in one of the TV commercials all what is seen is a beatiful woman showing her nudity in a sensual way, at the end you can see a little perfum bottle of Shalimar... its all about the senses...
Take a look at Guerlain's television advert for France:
Guerlain's Shalimar TV advert

 Idylle Guerlain - TV Spot 2010-  http://youtu.be/-DnvJELblJ8

Sources:

-        http://www.guerlain.com