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To be magnifique, not to be ephemeral
Seven 发表于 2008-09-11 20:52:36
To be magnifique, not to be ephemeral
By Seven
September 7, 2008
There is predominance for cosmetic brands to do promotion pervading the world. I saw the red-theme commercial of Lancôme's perfume on Channel Young in August. This is the new perfume of this beauty brand which is famous for cosmatic named MAGNIFIQUE. As Lancôme`s new face, Anne Hathaway wears Magnifique with the black dress, walking thoughtfully and closing her eyes, and then a gentle man gravitated towards this fragrant lady runing to the spiral staircase. Were there not a kiss ending, this advertisement would have been more creative to attract me.
What is Magnifique? This word is from Latin, which means doing the magnificant things. Combining with saffron, India nagarmota(first used), Mai de Grasse Rose and Bularian Rose it is designed by simple and classic master Olivier Cresp and innovative and experienced master Jacques Cavallier. This perfume smells like 'the words get in the way' in strong contrast and warm impulse. In my opinion Magnifique girls may have independent characters and mystique adoration in an implication way.
From Channel Youny's advertisement warm-up before Augest 28, we saw a special program of title sponsor Lancôme including Magnifique, the history of Lancôme perfume and the brand story. Actually, Magnifique was published on a huge event in June in France, two months later, after the Olympic Games, it comes to the China. Lancôme doesn't use the promotion budget to hold a launching party this time but to invest the TV commercial and collaborates with Channel Young`s program. This is a smart idea I think, because mass-production goods such as perfume, cosmetic are less expensive than garments designed by luxury brands and its concentration on making advertisement would increase sales at the short time.
Lancôme belongs to L'OREAL, which was established in 1907s accumulating cosmetic brands such as HR, Biotherm, Garnier, Shu Uemura, Maybelline etc. Its competitors are Estee Lauder and other fragrance brands. We can see the copious Maybelline's and L'OREAL Paris commercial on TV and advertisement on fashion magazines. I attended a lecture given by Ms Laurence Ma, as BM of Lancôme in FD University last year. She said that Lancôme brand needs to change from older image to younger face. They even care some details such as sounds of opening and closing bottles. So Lancôme chose appropriate celebrities to match relative brands, for example Juliette Binoche for Lancôme cosmetics and Anne Hathaway for Lancôme's perfume Magnifique.
Ironically, Chanel's Coco Mademoiselle perfume commercial appears again on ICS and Documentary Channel after Magnifique's lots of exposure as I expected. According to the idea of Magnifique's commercial, there is a simple scenario: a lady attracts a man with the perfume. What does Coco Mademoiselle do? Keira Knightley makes fun of the vague man---first preparing the eye shadows before the mirror, taking on the nacklines, going cross the mirror, hugging him, laughing at him and leaving him at last. It reminds me of a photo of 71-years-old Chanel taken by the photographer Robert Doisneau . "She stands replicated nine times in the mirrored panels that flank the spiral staircase running through the salon where her haute couture collections had been presented since 1928" (Fashion, Christopher Breward P41). I think this photo is an important inspiration to this Coco Mademoiselle perfume film. Coco Mademoiselle not only acquired man`s love easily, but also had freedom of life. Do you remember Louis Vuitton's profound advertisement conception for trip with light music. "Life is the journey to discover the world and myself ". Whilst Charlize Theron walks with sensuous confidence and takes off her spangle accessories and aesthetic evening dress in Dior J'adore's A.D leaving on the open end with sexy expectation forever. They're excellent perfume commercials with artistic and unique style instead of leaving a ephemeral memory to the consumer's memory.
Keira Knightley for Coco Mademoiselle
Coco Chanel 1928 by the photographer Robert Doisneau
Charlize Theron for J'adore
The Magnifique press release I saw on Onlylady was actually in traditional Chinese, which may more or less make the mainland consumers embarrassed. Perhaps this is not a critical detail. After all, the red new Magnifique cost a huge budget this autumn just like what Rouge Dior did around the Bund in 2006.
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