Secrets of Perfume Bottles 2

There are some brands out there with some really fabulous bottles and in this post I would like to highlight just a few of my favorites:

Thierry Mugler

Thierry Mugler’s avant-garde style has been successfully translated into each and every bottle design. His bottles create a touch of nobility.A jewel,talisman or curved flask - each bottle enhances the Muglerian scents. There is something space-age about the designs and they emulate the fantasy of the Mugler brand. For Mugler the bottle is a vision -crafting a bluecrystal star for Angel took more than 2 years to create.

Thierry Mugler’s avant-garde style has been successfully translated into each and every bottle design. His bottles create a touch of nobility.A jewel,talisman or curved flask - each bottle enhances the Muglerian scents. There is something space-age about the designs and they emulate the fantasy of the Mugler brand. For Mugler the bottle is a vision -crafting a bluecrystal star for Angel took more than 2 years to create.

Guerlain

Guerlain has always attached great importance to its bottles, which are like jewels, works of art, sculptures with rounded forms and precious, gilded colours. I discovered a droplet of gold in Idylle's bottle. A form at once simple and complete, a feminine form with a woman’s shapely hips, a form that soars like a tower, full of grace and sensuality.

Insolence bottle was created by French sculptor - Serge Mansau, who created theas three stacked, tilting half spheres, resembling a spinning top or spiral in movement to fit the fragnance's "olfactive spiral"structure.People had divided opinions on the look. Some found it innovative and beautifully shaped, while others thought it was too futuristic for Guerlain, or even a bit silly, often mentioned as the "dishes in the kitchen sink" bottle. Cardiet Design, a Parisian firm, filed a lawsuit alleging that Guerlain had copied one of their designs, but Guerlain maintained that the Insolence bottle was inspired by a sculpture Serge Mansau made in 1973, and Cardiet Design later dropped the case.

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

Guerlain - Brand Identity

A French perfume house, among the oldest in the world. Guerlain is among the few older houses that exist just to produce and market perfumes, It owes its name to its founder Pierre-François Pascal Guerlain, as well having as main characteristics its unique essence often said to be characterized by a common olfactory accord known as the "Guerlinade."

As Chanel, it has a large and loyal customer following, and is held in high esteem in the perfume industry.

This is not any more a private company, today, is one of the brands in LVMH, (Louis Vuitton, Moet, Hennessy) The world's largest luxury goods company, with many well-known brands, including Christian Dior and Givenchy.

Since its acquisition by LVMH, Guerlain has reformulated some of its classics, as a consequence of not being any more private, in order to be up to date in this competitive market.

Guerlain, has not focused their branding into one solely essence or perfume brand (It has more than 30!), their perfumes are characterised since the 19^th century, to have different names in honour to the specific socio - cultural situations lived through the time, as well representing familiar personages.

·  Eau de Cologne Impériale (1853) as a gift for Empress Eugénie, the wife of French Emperor Napoleon III.

·        Jicky (1889): Said to be named either after the nickname Aimé Guerlain gave to his nephew, Jacques- Over 120 years later, Jicky is still being sold, making it the oldest fragrance in continuous production.

·        Mitsouko (1919): Named after the heroine of the novel La Bataille by Claude Farrère, Mitsouko is said to herald the ending of World War I.

·        Shalimar (1925): Named after the garden in Kashmir, built by Shah Jahan in memory of his wife, Shalimar.

·        Vol de Nuit (1933): Composed as a tribute to flight, celebrating the novel of the same name by pilot Antoine de Saint-Exupéry and Air France.

·        Samsara (1989): Composed by Jean-Paul Guerlain. The name is a reference to the cycle of birth, life, death, rebirth or reincarnation in Hinduism and many other religions in South Asia.

This way, Guerlain, not only brands itself as an exclusive brand and with original essences, as well tries to give a warmer feeling by associating his family and as well, trying to reach the customers, by identification of the social or cultural events at that time.

Below, the brand identity prism for Guerlain...

One important point, in their distribution channel, Guerlain, is one of the brands that has refused long time to sell its products in department stores, to avoid this way losing its exclusive market. As many other brands, Guerlain has extended its market to the skin care and make up market.






Source:

-        http://www.guerlain.com