The Weird World Of Cologne Commercials: Why So Strange?

Perfume commercials have gained a reputation for being strange, with their dream-like plots, pseudo-profound monologues, and heavy-handed-yet-vague symbology. But why are they so weird? One reason is that perfume doesn't have any tangible effects, so marketers have to find another way to sell it. Playing on emotions is often the best bet. Our sense of smell is strongly tied to our emotions and sexual desires, and advertisers emphasize this connection. Perfume ads also have to rely on imagery and suggestion, as they walk a fine line between being suggestive and being too graphic. They also need to be memorable, and what's more memorable than the weird and wonderful?

They evoke emotions rather than providing a literal representation of the fragrance

Cologne and perfume commercials are often bizarre, abstract, and surreal. They are nothing like straightforward advertisements for other beauty products, such as shampoo or makeup. This is because fragrances are challenging to promote. Unlike other products, they do not have any tangible benefits or features that can be demonstrated to consumers. You cannot show someone how a perfume smells or how it will make them feel through a screen.

So, instead of providing a literal representation of the fragrance, cologne commercials evoke emotions and sensations. They tap into viewers' feelings and desires. This is a deliberate strategy to embed the fragrance in the viewer's mind and make the advertisement more memorable. By using abstract storytelling, symbolic elements, and surreal visuals, cologne commercials create an emotional connection with the audience. They suggest that wearing the fragrance will help the consumer achieve their desires and live out their fantasies.

For example, an advertisement might evoke a sense of freedom or rebellion, suggesting that the fragrance will help the wearer break free from constraints and embrace their true desires. Another ad might focus on luxury and opulence, implying that the cologne will elevate the wearer's social status and unlock a world of glamour and indulgence.

Cologne commercials also often feature celebrities, further distancing themselves from reality. These famous figures add to the aspirational nature of the advertisements, suggesting that wearing the fragrance will bring you one step closer to living like your favorite celebrity.

Through these strategies, cologne commercials create a distinct brand image and differentiate themselves in a crowded and competitive market. They may be weird, but they are effective in capturing attention and leaving a lasting impression on consumers.

They are memorable

Cologne commercials are designed to be memorable. The fragrance industry has gained a reputation for producing strange commercials, and there's a method to the madness. With countless perfumes on the market, brands strive to stand out and be memorable. By embracing unconventional and unexpected elements, perfume ads aim to create a distinct and unique identity that sets them apart from the competition.

The challenge for marketers is that a fragrance doesn't do anything tangible. You can't show someone using it to successful effect, like you can with other products. You can't demonstrate its benefits. So marketers have to find another way to sell it. Playing to feelings is often the best bet.

Our sense of smell is strongly tied to our emotions and sexual desires. Scents are inherently neutral, but we can create deep emotional connections to various smells. Advertisers emphasize the emotional power of scent, especially when it comes to sex. The link between scent and desire turns up in ancient texts, and advertisers have long played up the connection.

Cologne commercials rely on the power of suggestion. They have to rely on imagery and suggestion to do their work. They speak to your subconscious in its own weird language. They use abstract storytelling, surreal visuals, and symbolic elements to evoke feelings and sensations associated with the scent.

The standard was set by Chanel's watershed 1979 "Share the fantasy" spot, directed by Ridley Scott. It was different because of what it didn't show. Its lack of carnality and blatant sexual referents diverged from other fragrance advertising at the time. Focusing on fantasy allowed Chanel to harness the power of sexuality without crossing the border into distaste. It was dirty, even as it kept Chanel clean.

Today, fragrance ads practically beg to be made fun of. They're so notorious for their nonsensical stylings that the perfume-commercial parody has become a genre in itself. But the creators know what they're doing. The perceived oddity of these commercials is a deliberate strategy to stand out and remain memorable amidst the hundreds of ads consumers encounter weekly. Whether through surreal visuals, celebrity endorsements, or abstract narratives, these ads transcend traditional advertising boundaries to embed the fragrance in the viewer's mind.

They sell a lifestyle

Cologne commercials are often abstract and bizarre, and that's because they sell a lifestyle rather than a product with tangible benefits.

Because scent is so subjective and hard to describe, cologne commercials rely on creative, abstract storytelling and surreal, artistic visuals to evoke feelings and sell a lifestyle. They don't focus on the product itself, but instead, they associate the cologne with a particular type of person or aspirational lifestyle. For example, if a commercial features a celebrity, consumers will associate that celebrity's image and lifestyle with the cologne. Consumers will then internalize that purchasing that cologne will help them achieve their goals and maybe even smell like their favourite celebrity.

Cologne commercials also often imply a connection between scent and sexual desire. They frequently feature themes of freedom, beauty, romance, and distinction, which are designed to tap into consumers' fantasies and subconscious desires. By using abstract and creative imagery, commercials can suggest these themes without being too explicit and running afoul of standards boards.

The "weirdness" of cologne commercials is a deliberate strategy to capture attention and stand out in a crowded advertising landscape. By embracing unconventional elements, these commercials create curiosity and intrigue, ensuring their message is memorable and leaves a lasting impression on consumers.

While some may find these adverts strange, they are purposefully designed to transcend traditional boundaries, evoke emotions, and sell a lifestyle that consumers aspire to attain.

They rely on imagery and suggestion

Cologne and perfume commercials rely on imagery and suggestion because the product itself is hard to pitch. Fragrances are almost impossible to describe in a way that consumers will know concretely what they are purchasing. Therefore, brands focus on creating a certain mood or casting a celebrity and relying on that to sell the product.

Commercials have to rely on imagery and suggestion to do their work. They use the power of suggestion. For example, in pizza advertising, the "cheese pull" is a visual metaphor for the taste and feel of pizza. In perfume advertising, the equivalent is the "heavy eyelid", suggesting sexual satisfaction.

Perfume ads also use abstract storytelling, surreal visuals, and symbolic elements to evoke feelings and sensations associated with the scent. They often blur the line between art and advertising, employing artistic techniques and aesthetics to create visually stunning and thought-provoking campaigns. This allows brands to express their creativity and make a lasting impression on viewers.

The recurring themes of these ads—sex, freedom, beauty, romance, and distinction—are used to create a fantasy for the consumer. They tap into our emotional centres and our sexual desires. Scents are inherently neutral to us, but we can create deep emotional connections to various smells. By highlighting this connection, advertisers emphasize the emotional power of scent, especially when it comes to sex.

Perfume and cologne commercials also try to tie a certain image to the smell, implying that if you wear it, that message will be conveyed to others. For example, an ad about being "free" and ignoring the rules is trying to get you to think, "Hey, that's what I want to be like." They are trying to make you associate a feeling with the fragrance they are selling.

They are formulaic

It's hard to tell how good a cologne is without smelling it, and there's no way to demonstrate its scent to the consumer through a screen. So, cologne commercials rely on formulaic elements to sell the product.

Firstly, they often feature a celebrity, as consumers can then associate the fragrance with a particular celebrity and have an additional point of reference. This also helps to create a certain mood or image that the consumer can aspire to. For example, if you're glamorous like Charlize Theron, you buy Dior J'Adore. If you're sweet and feminine like Natalie Portman, you buy Miss Dior.

Secondly, cologne commercials tend to be "sexy", dripping with wealth, and trying to sell a lifestyle rather than a scent. They often feature a very attractive person, sometimes nude, sometimes in a very expensive outfit, sometimes with an expensive car, or on a beach, or entwined with someone in a sexy way. They're wearing fancy jewellery, and there's a sexy, breathy voiceover. These elements imply that if you wear this cologne, you will achieve this unattainable, seductive, luxurious lifestyle.

Thirdly, they are memorable. They are weird because it's a formula that has been proven to be successful. They are intentionally bizarre to stand out from the hundreds of other ads consumers see each week. They are designed to be attention-grabbing and to stay in the consumer's mind.

Finally, they are formulaic because they are selling feelings rather than a product with tangible results. Scents are strongly tied to our emotions and sexual desires, so cologne commercials play to these emotions. They use abstract storytelling, surreal visuals, and symbolic elements to evoke feelings and sensations associated with the scent. They tap into the subconscious, speaking its language.

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