Today, I read The Business Of Fashion and they were talking about the way online shopping for fragrance is difficult and telling a story through visuals is so important to sell it. Also in our online world its all about who's selling it and what influencers are promoting it. With youngsters and their disposable incomes, they'll pretty much buy whatever they want, so when people such as Kim Kardashian are selling perfumes and promoting it over social media, it becomes almost unavoidable.
With fragrance, it comes down one of the four category's its in to promote the product:
- Sensuality + Indulgence
- Trust + Honesty
- Tradition + Heritage
- Humour + Kitsch
If we see an ad for perfume, a lot of the time sexuality is being shown. This dull and outdated way to sell perfume is not really telling a story.. What does it smell like? Although the bottle may look beautiful, we really want to know the finer details.. and why cant brands do that through story telling?
One of the best adverts i've seen yet for fragrance is by KENZO. Through its storytelling and amazing visuals, you can really get a sense of what it might smell like.
Fragrance is often promoted as images in magazines such as Vogue. However, to me, this really shows how much more a video can connect with the consumer much more than through words or images. Visuals in story telling are the one most important thing communication and promotion in todays world by capturing our attention and starting a conversation.
With social media being one of the biggest advertising platforms, apps such as instagram are great for moving images and short films. It is known that moving images and videos connect a lot more to a consumer than still images. Although still images can be powerful and beautiful, sometimes videos can tell a story better.
'In the past, we were more used to communicating who we are with words, and now we are working much more with visuals and images and videos.' - BoF
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