The history of: advertisements, perfumes & perfume advertisements

1. The history of: advertisements, perfumes & perfume advertisements

2. Advertisements • Dating back to around 3150 BC, Egyptians used papyrus (thick paper-like material) to convey messages and to make wall posters. • According to Wikipedia, “the tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising (e.g. public places, in transit, waiting and/or in specific commercial locations) and billboards are the oldest forms of advertising.”

3. TV Advertisements • The first TV advertisement was broadcast on July 1st 1941 in the US by watchmaker Bulova, paying just $9 for a 20-second spot on New York station WNBT, before a baseball game • As of February 2011 the annual Super Bowl American football game (known as much for its commercial advertisements as for the game itself) cost $3 million for an average single 30-second TV spot during this game (seen by 90 million viewers.)

4. TV Advertisements - continued • Channel ITV broadcasted the first UK TV ad on 21st September 1955, advertising Gibbs SR toothpaste (the first day of the ITV network.)Gibbs SR toothpaste advert • Television advertising specialist, Nick Illston, of advertising-buying agency Pace Media, states that ITV's £250,000 asking price for a 30 second slot during the 2010 series of Britain's Got Talent is currently the most expensive advertising slot on television.

5. Perfume – a history • Modern perfumery began in the late 19th century and been known to exist in some of the earliest human civilizations, either through ancient texts or from archaeological digs. • The ‘perfumer’ has the job of composing perfumes that will be sold, an expert on perfume composition; also sometimes referred to as “Nez” (French for ‘nose’) due to their fine sense of smell and skill in smell composition.

6. Famous perfumes Chanel No.5 • The first perfume launched by Parisian Gabrielle "Coco" Chanel; the French government reports that a bottle of Chanel No. 5 is sold every thirty seconds, generating sales of $100 million a year and is often considered the world’s most famous perfume • Marylin Monroe was also famously quoted “What do I wear in bed? Why, Chanel No. 5, of course.”

7. Famous perfumes - continued Shalimar • Created in 1921, re-released in 1925 and launched at the Decorative Arts Exhibition as an antidote against The Great Depression. It was produced by French perfume house Guerlain, among the oldest in the world. Shalimar is considered as the flagship perfume of the House of Guerlain.Jean-Paul Guerlain (the last family master perfumer) landed himself in trouble in October 2010 for making racist remarks when speaking about another of their famous fragrance, Samsara. • Tommy Girl • From Estée Lauder, which has 27 brands, including Tommy Hilfiger – a well-known company, which produces such fragrances as Tommy Girl, and other products. Unlike Guerlain, Estée Lauder (and Tommy Hilfiger) sell a range of products, not solely a perfume brand. Estée have used ‘faces’ to sell the brand, including Gwyneth Paltrow and Elizabeth Hurley.One of Tommy H’s latest perfumes include Loud (with band The Ting Tings featuring in the promotional advertisements – which they produced in order to appeal to younger consumers BBC 4 Program – Perfume – Episode 1 These two brands are featured in a four-part BB4 series called Perfume – following both perfume houses as they attempt to attract the next generation of consumer

8. Celebrity endorsed perfumes Fantasy – Britney Spears Product of Elizabeth Arden Heat – Beyoncé Product of Coty • Forbidden Rose– AvrilLavigne Product of Procter & Gamble Celebrity endorsed perfumes allow companies to market their products in order to appeal to a wider range of consumers; collaborating with a celebrity persona could potentially attract fans of the particular celebrity, creating a brand within itself. The perfumes featured above were all the first fragrances to be released which have then progressed into spin-off’s and other concept perfumes.

9. Celebrity endorsed perfumes - continued • While the previous perfumes were sold as part of a celebrity persona, Miss Dior Chérie, uses Natalie Portman as a ‘muse’ or ‘inspiration’ - rather than it being focused solely on her status - someone to promote and represent the brand who measures up to the company’s style or values. Natalie is featured in Christian Dior’s ad campaigns rather than putting her name to the perfume, to create Dior’s particular vision for their brand, becoming an associate; Dior’s chief Claude Martinez calling her “charismatic and elegant”. Miss Dior Chérie website

10. Branding • With perfume, branding is very much about how the product is marketed to it’s audience – good pr for the advertising campaign (extensive coverage in magazines and on TV, good reviews & ads/billboards in key places), a concept that the audience will relate to and an appealing style, and most importantly, smell. • Diamonds by Emporio Armani used Beyoncé as the ‘face’ of their perfume – with her singing a cover of song ‘Diamonds’ especially for the advert. This was built up around Christmas time – which could be considered good timing as it’s where perfume companies will make the majority of their income. The phrase, and lyrics, ‘Diamonds are a girl’s best friend’ was used to incite that this perfume may be of somewhat importance to whoever owns it – though it may have been selling anyway due to Beyoncé’s input. Diamonds are also incredibly attractive, expensive and relatively rare – making even the name of the perfume sound desirable. Diamonds by Emporio Armani TV advert

11. Directors David Lynch • Known for his surrealist, dream-like imagery and success in of film-making, David has directed perfume TV ads for Gucci, Yves Saint Laurent and Giorgio Armani Opium by YSL advert Gucci by Gucci advert Gio by Giorgio Armaniadvert

12. Directors - continued Sofia Coppola • Behind TV ads for Miss Dior Chérie – the one featuring Natalie Portman currently on tv; described as ‘artistic’. She’s a famous movie director, ‘Somewhere’ being one of her accomplishments, and is also cousin to Nicholas Cage. She was called to direct the 2011 advert after the 2008 perfume became a YouTube sensation. Fashion photographer Tim Walker shot Portman for the print ads Miss Dior Chérie TV advert – Natalie Portman - 2011 Miss Dior Chérie TV advert - MarynaLinchuk - 2008

13. Influences of style

14. Influences of style (continued) Light/dark (two sides), fairytale, fantasy, forestry, mysterious, dramatic

15. Perfume bottle styles Pretty, elegant, sophisticated, feminine, glamorous, sexy, sweet