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| Image: L’Artisan Parfumeur |
Those of you who pay attention to such matters may have noticed that the publicity campaign for L’Artisan Parfumeur‘s upcoming Caligna (see above) marks a shift in strategy for the venerable house. At the scent’s London launch, Marketing Communications Assistant Justine Lacaille stated that the brand is “starting a new chapter in its history [by] moving away from illustrations (see below) and using photography as a way to express the spirit of the fragrance. Photography is now more relevant and more contemporary. The brand needs to evolve.”
When asked if the poster for Caligna might cause the scent to be seen solely as feminine – thereby going against the determinedly unisex marketing of the past – Lacaille said, “Yes, but it appeals to both men and women. It’s more straightforward to customers, as well. It’s more modern.”
Time will tell if the move proves to be successful, but personally, I’ll be sorry to see the end of witty compositions such as those below.
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| Image: L’Artisan Parfumeur |
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| Image: L’Artisan Parfumeur |
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well, that's widely original, a naked woman. I'm disappointed, Bee
Bee, I must say I agree with you. To my mind, the image is the sort of thing I'd expect to see advertising some kind of hypo-allergenic body lotion at a chemist's.
Dear Persolaise
How very sad. And, frankly, what half baked justifications.
Maybe time for a review of the PR strategy review.
In a marketplace this crowded the last thing a relatively small house needs to do is lose any sense of differentiation.
As charming as the naked woman is, she could represent absolutely any perfume or beauty brand whatsoever.
This is a grave error.
Yours ever
The Perfumed Dandy
Dandy, I couldn't agree more. That said, I'll be very interested to see how the strategy develops. If it is a genuine attempt to make the brand more mainstream, will it be successful, I wonder.
No! This is horrible news for me. Historically, brands use advertising changes to signal upcoming changes to the juice 🙁 I, like you, love their quirky illustrations and current packaging. I wouldn't mind changes in direction if that means they're going to be creative, but a naked woman probably signals that they are trying to reach mass market status, which for me is saddening because I love them the way they are!
Joshuaang, yes, a naked woman, no matter how enigmatic she may be, certainly doesn't spell 'different'. Let's see how Caligna does for them. My review of it should appear here fairly soon.
Agreed, Bee. SO banal and unimaginative. I find it hard to believe that they couldn't find someone or something less pandering.
Murai, thanks for sharing your thoughts. There's something of a consensus appearing in these comments.
I didn't like the previous images at all; ill-matched photography and illustration combined on a photoshop gradient landscape? No, no, no. But yes, I agree the new image lacks wit and imagination. They could do with a proper designer.
Fair enough, Kev 🙂
Let me play the impartial moderator for a moment and suggest that, maybe, two or three new scents down the line, the 'look' might start to cohere and make sense…?
If you had shown this without stating what the advertisement was for I would have guessed it was a Nivea body lotion advert! I don't understand what L'Artisan are trying to portray in this image.
Antqueen, I know exactly what you mean. But then… maybe they want to come across as being as 'safe' and ordinary as Nivea??!
I've tried Caligna, and found it middling/average/more mass market-oriented than the current fragrances on their roster. Will let you know when I've worn it more 🙂
Ok, thanks, Joshua. I look forward to a more detailed appraisal 🙂
Hi
I am annisa from Indonesia.
very interesting review that you give.
Is your perfume being sell in Indonesia too?
Hi,
I’m afraid I don’t sell any perfume.