We are there now… vulgarity… as common as dirt… not from the perfumes but from the art and marketing directors. I know Sécrétions Magnifiques came out several years ago but it still stands as a beacon (no pun intended) to bad taste… shining a light for all to see. This is one case where the cliché “move away from the light” makes alot of sense! It’s not enough for me that the perfume smells great and nothing like the ad campaign. I want the whole package to transport.
Perfume bloggers are accused of looking in a rear-view mirror all the time… but with ad campaigns like this one, who can blame us?
Here’s another great example… Marc Atlan. For his first foray into perfume his marketing people have described Petite Mort as… “Inspired directly by the only bodily fluid secreted solely through desire and brain chemistry, Petite Mort (Parfum d’une Femme) embodies the elusive substance that is created by a woman when she is about to climax. Petite Mort’s fragrance exudes an animal carnality with salty hints of sweat and urea.”
Has this ad campaign inspired anyone to purchase one of the 100 limited edition bottles priced at $1000? When you look at Marc Atlan’s Design website, he knows what he’s doing. He has designed some very beautiful bottles for other perfume companies. And, he chose Bertrand Duchaufour for his first fragrance… not too shabby. But what possessed him to approve that ad copy?
And what happened to Marc Jacobs? I don’t know much about fashion but I always thought his clothes were understated and of good taste. Then we get this advertisement for his latest perfume Bang… I mean… what was he thinking?
This is perfume, folks! It’s about beauty! It’s not about bodily fluids. You know… we look at some of those older advertisements and it’s easy to be cynical… but I would prefer to be cynical than to be disgusted.
I can’t end this post without a nod to beauty. I just can’t… and Leontyne Price singing La Vergine degli Angeli by the great Verdi is as close to beauty I can think of tonight. Enjoy!
February 14th addendum : I’m adding a couple of photos here because they are referred to in the comments.
Nude, classy Samuel de Cubber advertisement for Yves Saint Laurent M7
Not so classy advertisement for Tom Ford for Men