Perfumes have been used by humans to improve their scent since early recorded history. Once relegated to simple augmentations of other products, such as handkerchiefs and writing paper, perfumes began to be sold directly to customers in stores throughout Europe. The advertising and promotion used to market perfumes today depends on a combination of making the actual scent available for evaluation, and also associating a powerful image with that scent, such as the image of sexual allure, personal power or mystery. Successful ad campaigns can help new fragrances achieve strong market positions, thereby assisting the overall success of the manufacturer. Campaigns and scents which are not successful are quickly withdrawn from this highly competitive market.
Perfumes, and their progressively less expensive derivatives cologne and eau de toilette, are used like other cosmetics to enhance beauty. Unlike other beauty preparations, however, that can be plainly described in visual terms, perfume remains an elusive characteristic. According to some experts, the emotional and physiological response evoked by scent is the most primitive, and the most powerful, of any beauty enhancer. During the 20th century, perfume has become big business, and is marketed to men and women throughout the world. Perfume is often a part of larger fashion and couture houses, such as in the case of Calvin Klein, Chanel and Oscar de la Renta. This research examines the role of perfume in today's world, and the role that advertising plays in promoting specific fragrances. A recent advertising campaign for Chanel's Egoiste is carefully evaluated.
Humans have used fragrances to enhance their scent for thousands of years. Myrrh, an aromatic gum, was mentioned in several ancient Egyptian writings, some of which date to 2000 B.C. The ancient Persians were partial to the scent of the rose, while the ancient Romans used cypress and juniper as offerings to t...