Categorising Fragrance Ads

One of our seminars back this week comprised of compiling magazine tear outs of fragrance adds and categorising them, starting with the most obvious, colour palettes. 

Pink, probably the most present of them all. All the colours reflect the tone of voice of the advert, and in this case the pink is representative of the girly, extreme feminine nature of the advert. The excessive cutesyness of it almost makes it all seem a bit kitsch and slightly surreal.





 Gold = glamour (apparently). By using it as a focal colour brands are trying to scream, exclusive and expensive, but frankly it comes off as a little desperate. The most successful advert in this category in my opinion is the Dior, J'adore ad featuring Charlize Theron. Taking something so heavily embellished and stripping it right back was a clever move; there's no glamour in excess




Purple, it's all about rarity and royalty. Plush, sumptuous and seductive, that's the tone brands are aiming for. The deep, rich tones 
represent the indulgence and sensuality that the brands are trying to 
describe their fragrances as being. 

This is less of a colour, more a general theme and tone, one of purity and spirituality which evokes the feeling of trust from the consumer, and honesty from the brand. The natural elements make are an attempt at convey something authentic and real. 

Monochrome is much more about the classics, the tradition and the nostalgia. As well as being simplistic, allowing for the brands reputation to speak for itself, the refinement gives the impression of sophistication and class, the kind of brand you would want to be associated with.









By analysing and categorising a selection of advertisements with consideration of key communication codes, it has given me an insight into the thought process that will need to be applied when we create our own advertising communication campaign in our fragrance groups for our own brand and product.