Saturday, 28 January 2012
I saw a fascinating advert in a magazine in the other day. I need to share it.
Before I do that, just take a minute to design your own advert, in your head. It’s for perfume. Women’s perfume. Just take a moment to think through the sort of ideas that make women want to buy perfume. What would you call the perfume? What would you put in the photo, for the advert? What would the slogan be?
I imagine you’ve gone for a name like “Gorgeous”. Perhaps a photograph of a beautiful, elegant woman and a slogan like… you know… “Make everything gorgeous”. That’s the sort of thing that works on women, isn’t it, when they’re buying cosmetics? A vision of a lovely world in which, if they are in any way noticed, it’s for being particularly graceful, elegant and lovely.
Interesting choice, isn’t it? I don’t think women aspire to be “alien”. I don’t think anyone does. I don’t think women want to look like the woman in that photo, with her slightly alien face. I don’t think they want to “feel extraordinary”. It’s the wrong word. They want to “feel beautiful”, when putting on perfume. You could certainly get away with “Feel Special” - possibly even “unique”, but extraordinary? They might as well say this.
Except it’s not even, technically, about “feeling”. That’s the extrapolation. Initially, it’s simply a perfume. So the message is actually this.
But it’s not just “weird”, either. It’s alien. We can’t consider the extraordinary scent separately from the perfume’s title. Together, what they’re basically trying to offer - the invitation they’re sending out to women everywhere - is this.
I think I might just stick with my usual brand.