Thursday, 10 May 2012

Innovative perfume marketing

With a part-time job alongside my university course in a perfumery store, I notice the vast array of ways perfume is marketed. From the brightly designed laptop bags that Justin Bieber’s perfume offers with the purchase of his fragrance above a certain ml, to the razors that Hugo Boss offers their male audience.  I see firsthand that some of these gifts work, others not so much. I fully appreciate these are free gifts that are offered alongside a product, but if more time was spent on designing an aesthetically pleasing product I think it would push sales more in such hard hitting times of recession. A new perfume campaign which is unique and will be interesting to see how it runs is for the new Givenchy perfume, Very Irr├ęsistible Electric Rose. Liv Tyler has been the face of the brand since 2003 and is in the process of launching a music career. To converge the different directions her career is heading towards Givenchy are offering customers one of Liv Tyler’s songs, for free. It’s a refreshing new gift idea on the perfumery market and who knows where it will head, but the uniqueness of the idea itself gets a thumbs up from me.

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