Modern fragrance marketing: Hollywood glamour is out, intimacy is in

Modern fragrance marketing: Hollywood glamour is out, intimacy is in
Modern fragrance marketing: Hollywood glamour is out, intimacy is in

This article is a part of our Vogue Business Membership package deal. To take pleasure in limitless entry to Member-only reporting and insights, our NFT Tracker and TikTookay Trend Tracker, weekly Technology and Sustainability Edits and unique occasion invites, join Membership right here.For years, glamorous fragrance adverts would run throughout tv breaks and throughout billboards and print magazines. These adverts would usually characteristic Hollywood stars corresponding to Keira Knightley or Nicole Kidman; be directed by award-winning filmmakers like Martin Scorsese or Baz Luhrmann; and price tens of millions of {dollars} to supply. This was broadly thought-about the simplest solution to promote a product whose foremost characteristic — smelling good — is intangible to viewers. But, occasions are altering, and trendy manufacturers are rethinking the advertising playbook to enchantment to youthful audiences.

https://www.voguebusiness.com/magnificence/modern-fragrance-marketing-gucci-byredo-phlur-by-far-skylar

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