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:
