Perfumes of every color and scent are available to consumers, and perfumes come in all price ranges. This makes the perfume industry extremely competitive and increases the need for effective marketing advertisements. This is evident in statistics from the Fashion-Era website, which indicates that the perfume industry was able to generate $10 billion in sales by 2008. Approaching the design of perfume advertisements in an organized way may make the advertisement more effective. The more effective the ad design, the more a perfume company can generate in revenue and profit.
Investigate why people buy perfume. According to the Perfumes and SeeCosmetics websites, people may buy perfume to attract a mate, mask body odor and alter mood. They also may purchase perfume because the perfume has a certain elite status or is associated with a celebrity. Religious rites also utilize perfume. Figure out which purpose the perfume fills best.
Look at what makes your perfume different from other perfumes on the market. For example, perhaps it has a precious ingredient or has a trait such as longevity on which you can capitalize in the ad.
Create an image to use in the ad. Traditionally, this usually is a picture of the perfume bottle. However, you also can use the results from Steps 1 and 2 to get an image of what the perfume "says." For instance, if your perfume is supposed to mimic natural pheromones to attract a partner, you might have a photographer take a picture of two people in a sensuous embrace, with the perfume name prominent as a caption.
Generate a list of qualities the perfume has. The list should be adjectives. For example, a list for a perfume for men might include words like "woodsy" or "spicy" to describe the odor.
Use your list from Step 4 to generate a second list of phrases using the adjectives. For example, you might write something like "A spicy, tropical cologne for the adventurous man." Note that the phrases should capture and describe the intended market niche for the perfume in some way. Try to incorporate the facts from Step 2 in the phrases.
Consider the space or time you have for your ad. If you have very limited space or time, minimize the amount of text, images and speech the customer will see.
Decide on the layout for the ad. Text usually goes on the top or bottom of an ad, but depending on the image and space you have, you may want to put text in a corner or on the side. Keep the text and image overlap minimized so that the text doesn't detract from the image and vise versa.
Look at the color of the perfume. Make sure the background and text for the advertisement do not clash with this color.
Ask yourself whether the advertisement lends itself well to variations that you can use throughout the life cycle of the product. You will want your customers to become associated with the concept behind the perfume, not a single ad. This way, they will buy the perfume over time even if the original advertisement no longer circulates.
- perfume image by blacklight from Fotolia.com