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 Irrésistible 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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