April 30, 2008

Women of Worth

Posted in 1 tagged , , , , at 2.04 am by adaphnee

L’Oreal Paris takes on another cause to show how different women accross the nation are able to give their lives in volunteer activities. These special women make great differences and support charitable causes in their communities, and they can now be nominated and awarded thanks to the beauty/cosmetic giant.

Nominate the woman of worth at womenofworth.com from April 1st to June 16th, 2008 and she could be rewarded with a donation of up to $25,000. Moreover, L’Oreal will make an additional $5,000 donation in the name of the winners to the Ovarian Cancer Research Fund (OCRF).

Joining the Women of Worth community is easy just visiting womenofworth.com, Because We’re All Worth It.


April 28, 2008

Globalizing scents…

Posted in 1 tagged , , , , , , , at 1.31 am by adaphnee

As we always talk about it in my classes, it is vital to understand your consumers and their values in order to properly talk to them. This is valid for brands and product to resonate deeply with their target audiences.

In a recent article that I read in Marie Claire, the new trend for perfumeries is now to adapt their formulas
to fit each market’s preferences. While citrus scents are a hit in Mediterranean countries, because of so many orange and lemon trees there, there were once considered synonymous with household cleaners in the United States. But since the launch of CK One in 1994, every new fragrance included a similarly clean citrus top note. We all learn to develop our olfactory senses at a very young age, with our mom’s special perfume, her cooking in the kitchen or the flowers we walked by in the park nearby. These all affect our choices, as our culture does as well. Asian women for example prefer clean and nonfruity scents, while Americans lean toward sweet. On the same note, vanilla, which is the most popular scent in Latin America, has been able to cross boundaries, and is liked in general throughout countries.

I thought this article was very interesting as it went about those things we don’t really pay attention to: those things you smell. Fragrances can define who we are, and how we want people to think of us. I believe that localizing fragrances comes back to the roots of understanding cultures and adapting products to specific needs of specific markets. This is the bottom line of marketing: understanding your customer and what they think wherever they may be…

April 21, 2008

Chanel N°5’s high bill

Posted in 1 tagged , , , , , at 12.48 am by adaphnee

Did you know that the bill for producing Chanel N 5’s commercial was around $46 million?!

The non-ordinary, drama-thirsty Baz Luhrmann produced this exceptional three-minute ad (or film as he prefers to call it) which is considered to be the most expensive and elaborate advertisements of all time. The film was screened in several countries around the world during 2004, 2005 and 2006.

I loved this “fairy-tale” commercial. The beauty displayed by the graceful, sophisticated Kidman accentuated the fragrance’s image and luxury touch. The scenery is utopian and the emotion of love and dream is conveyed all three-minutes. A touch of Moulin Rouge could also be felt throughout the intense scenes of love, laughter and fame. Kidman’s diamond necklace at the end was in my opinion a perfect ending…

April 15, 2008

Which “Mademoiselle?”

Posted in 1 tagged , , , , , , , , , at 3.42 am by adaphnee

Which Coco Mademoiselle (Chanel) from Keira Knightley or Kate Moss do you prefer

I like Kate Moss the best… I think she has that unique look that can actually portray a sophisticated and edgy Coco Mademoiselle.

The lattest Mademoiselle is Keira. She is definitely beautiful and conveys much grace and charisma, but I like her the least…

Vanessa Paradis would be a great choice and actually endorsed COCO from Chanel. I think her uncommon French beauty is the main feature which makes her great for this ad. Chanel is a strong, prestige French brand which carries an image of elegance and beauty.

April 10, 2008

Gucci ads…

Posted in 1 tagged , , at 3.26 am by adaphnee

I was flipping through some magazines, and paused a few minutes on the ads for the perfume “Gucci by Gucci”… First, I really liked how the “brown color” theme was consistent through the print campaign. I thought it gave it a pretty sophisticated touch. Also, the outfits the models were wearing looked elegant. silky and trendy. The choice of putting on display a piece of jewelry (the one I am looking at is a pretty 2 hooped-diamond bracelet) is also on theme. The make-up of the girl looks sharp as well. I really like how she is carrying this “bigger” bottle of perfume, like a high-end accessory item that she really wants to show off (such as a bag she would carry). The bottle itself looks bulky, yet with presence. It stands out because of its color and touch of luxury. I actually like this campaign a lot.

April 8, 2008

Should Luxury be made accessible to everyone?

Posted in 1 tagged , , at 3.06 am by adaphnee

In tonight’s brand management class, we tried to examine the case of Burberry, going from its history to what it wants to convey today to the public. It appears that Burberry wants to position itself as a traditional, luxury brand, but also one that can be fashionable, trendy and hip. So what is exactly the positioning statement of Burberry? Can it actually be placed in the “luxury” category? Is true luxury actually accessible to everyone? Should we call the Burberry, Coach, Polo, etc. luxury brands?

I think that true luxury should remain unreachable to just anyone. True luxury carries an image of pure tradition, status and high-quality, that should actually only be accessible to those who can afford it. Luxury represents the dream of the upscale milieu, and portrays the lines of beauty, sophistication, elegance and uniqueness. Some brands are swimming between the “low level of high-end” and the “true luxury” circle, and have a hard time defining their core image and value. How should we then call this area? Should we just rename it to something other? I believe so…

April 5, 2008

NYC visit of great beauty companies

Posted in 1 tagged , , , , , , at 3.25 pm by adaphnee

I was in NYC for two days, and had the privilege to visit the Bobbi Brown as well as L’Oreal Paris offices. I was astonished by the beauty and poise of some of the employees in each company, and the passion they had for the brand and authenticity of its concept.

Bobbi Brown’s history is very inspiring, as she just started out with the passion for art and make-up, and the integrity of each woman in today’s world. She started out her make-up launch with introducing a line of lipsticks at Bergdorf Goodman in NYC. The sales were expected to be 100 in a first month, but instead they reached 100 in the first day. Since that day, Bobbi’s success just continued growing, and today the brand is considered one of the most respected and quality-made one in the world of cosmetics.

L’Oreal’s support for Women of Worth and the Color of Hope against ovarian cancer, really inspire the way one sees the company. The image goes beyond one that just conveys excellence and high-quality in the beauty/cosmetics industry, it also goes back to every woman’s true nature, health and inner-beauty to be a woman and to live up to it. I really was touched by the Women of Worth contest (http://www.womenofworth.com/home/home.aspx) and am truly inspired.

April 1, 2008

Nina Ricci’s L’Air du Temps

Posted in 1 tagged , , , at 3.22 am by adaphnee

lair-du-temps-60th.jpgYoung visionary designer Olivier Theyskens’ flirty frocks inspired Nina Ricci’s traditional dove bottle to get an update. The perfume flacon was dressed up into a sophisticated, extravagant new gown for its 60th anniversary – Couture edition.

I like the fact that L’Air du Temps dressed up for its 60th anniversary. It definetely makes it stand out from the crowd of regular bottles, and also gives it a luxury, couture, chic touch, which reinforce the Nina Ricci name.