Perfume Ads Collector
Intro
Welcome to my Perfume Ads Collector page!
This website will soon contain the images of my entire collection of perfume ads (scheduled for 2015) and - most importantly for my fellow perfume ads collectors - the images of all the doubles available for exchange (starting in May 2014). While I work on the final design of this site and scan all my ads, here is an article I wrote a while ago on the subject. See you soon.
For any question or contact request, just send me an email: info@perfumeadscollector.com.
How did it start?
I started collecting perfume miniatures in the 80’s, when the purchase of a perfume bottle was rewarded with a couple of smaller replicas of the actual perfume bottles. Unfortunately, as this generous offer did not last and the miniatures soon became highly-prized items, I was unable to afford my hobby so I turned my attention to the product advertising, combining my passion for the written word, my interest in cultural differences, and my growing curiosity about the perfume industry and marketing campaigns.
I have now been gathering perfume ads, as well as other similar by-products like store-size posters, packaging, sample wrappers, test papers, scented inserts on a smaller scale, for over 20 years… And I still make new discoveries. From the eye-opening evolution over the years in terms of general layout, product placement, and choice of coloring, as well as the cultural references used in the ads (artistic or detailed drawing, colonial style, famous actress in conjunction with famous fashion designer as the embodiment of elegance, famous rebel actor as a symbol of innovative spirit).
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| 1913 – France | 1944 – USA | 1977 – France | 2006 – USA |
Some companies prefer to capitalize on the established status of their name (Guerlain, Yves Saint-Laurent, Marc Jacobs, etc.), using big font size on the flagship brand and typically omitting any descriptive text, while others have turned away from the traditional models to rely more frequently on new celebrities, namely Catherine Zeta-Jones for Elizabeth Arden perfumes, Charlize Theron for Christian Dior J’adore, Scarlett Johansson for Calvin Klein Eternity Moment, Beyonce for Giorgio Armani Diamonds, etc. to increase their product recognition and product attachment.
But there are some famous exceptions. Chanel has had a long-standing history with the stars since 1953 with Marilyn Monroe, Catherine Deneuve, Carole Bouquet, Audrey Tautou, Nicole Kidman just for its most prominent perfume Chanel N º5. Nothing new there.
Also it is interesting to note that one supermodel has risen to the perfume stardom level by representing several major brands: Calvin Klein Obsession, Yves Saint Laurent triple crown with Elle, Opium, and Parisienne, Bulgari Bulgari, Chanel Coco Mademoiselle, Versace Versense, and now her own scent… Did you guess? Kate Moss.
I am also thrilled to find common variations on the same theme, like the different tinting trends of the bottles or fragrances. We had some years in red, pink, purple, green, etc. More recently, the masculine scents were in a blue mood with Ralph Lauren Blue, Antonio Banderas Blue, Chanel Bleu, Lacoste Cool Play, etc.
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Slogans have also changed through time, from a very simple, direct and pragmatic communication in the early 1900s…
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| 1907 Perfumes Astris and Oreade - Perfume store Floramye - Extract, rice powder, soap, sachet, eau de toilette, etc. | 1913 If you like good perfumes Buy Bois-Charmant [literally Charming Woods] You will be pleased | 1926 A wonderful perfume |
… to some more idealistic style.
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| 1963 Intimate by Revlon | 1996 Lilith. A perfume lasting as long as a dream. Lilith by Callaghan | 2006 Amouage Gold - The most valuable perfume in the world. The hand-crafted splendour of Amouage. Explore its unique heritage of pure luxury at www.amouage.com. | 2007 Miss Boucheron - Once upon a time there was a new perfume… |
Based on the market positioning of the product, the wording will of course change accordingly. The famous pen manufacturer BIC introduced 4 perfumes in the shape of lighters and launched several campaigns focusing mainly on the inexpensive price of their products.
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| A drop of snobbism never hurts. | Money does not buy happiness |
Trying to reach a younger crowd, other perfume brands revamped their image and published ads with some more energetic or popular punch lines while defying punctuation, grammar, and capitalization rules at the same time.
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| 1996 the world is getting smaller smell better | 2006 you're so gonna love this! |
As my perfume ads collection grew to more international proportions, I started noticing some digital adjustments made by the advertising agencies in order to adapt the same campaign or even the same photo shot to different target audiences and cultures. Here are a few examples:
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| North American Market 1996 | European Market 1996 |
(I haven’t quite figured out why the dogs were digitally removed for Europe! Let me know if you can.)
In some more daring campaigns, like the 2001 version of Yves Saint-Laurent Paris, where the models are barely dressed, it has also been noticed that the models would typically be exposing more skin in the European ads than in the American ones.
This European trend would most likely not be acceptable for the Middle East market, where women cannot be depicted with bare shoulders or evoking a strong sensual image. Even fashion magazines reporting on the latest catwalks will cover the female body with grey pixels to avoid censure.
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| Middle East | France - Middle East | US 2010 | Arab Emirates 2010 |
Now that you have sharpened your senses, see if you can spot the digital mistake that occurred with the removal of one the models between these two ads:
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Have fun. Send me your answers.
Katia
NB: All ads, except for the Old South, the Middle Eastern Guy Laroche, and Lacoste are coming from my private collection.
Already passed the 11, 000 ads mark… En route for the 15,000 milestone. Please let me know if you want to get rid of your magazines and participate in this perfume gallery.
Thanks!