This year, perfume campaigns are aiming to provide a particular feeling, one of calmness, warmth, and adventure outside the home. MOSS Studio + Magazine rounds up successful perfume trends to follow this year. At the center of them all is a sense of peace, a warm cozy feeling, and memories of childhood.
Tom Ford’s new campaign uses a cinematic and adventurous approach in their most recent campaign for the Ombre Leather fragrance. It’s reminiscent of an old Western movie with its black and white color scheme and the sun beating down on the camera. Close-up shots use texture in a calming way, like glistening grains of sand streaming across a perfume bottle and pooling together. The bottle casts a long shadow surrounded by shots of desert flowers, and it feels like the long, relaxed days of summer with a storm rolling in.
Moroccanoil: Brumes du Maroc Hair and Body Fragrance Mist
Escape is at the core of Moroccanoil’s new Brumes du Maroc Hair and Body Fragrance Mist campaign. From blue silk swirling around the bottle to the clear water of the sea, it’s serene in a way that only a tropical vacation or a trip to the spa can be. A blue color palette and sunset imagery feels like a cool breeze after a day in the sun. It’s dusk, and the sea air is misty, in a similar way a fragrance mist surrounds oneself.
Jo Malone: English Pear & Freesia
Jo Malone’s new video for their English Pear & Freesia perfume is wondrous, taking place on an otherworldly and quirky set, complete with oversized pears with windows. Reminiscent of Alice in Wonderland, the video is filled with fruit, flowers, and wonderment. The end-scene stop motion editing is imaginative and perfect.
In Moschino’s new fantasy-centered campaign for Toy 2 Bubble Gum, there is a vibrant sense of playfulness and youth. As a teddy bear-shaped perfume bottle travels through space and appears between rose bouquets, the video embodies the creativity the Moschino brand is best known for. An upbeat music selection plays in the background, giving the audience a sense of who the perfume is made for: anyone outgoing and carefree.
Gucci: Flora Gorgeous Gardenia
Starring American singer-songwriter Miley Cryus, Gucci’s Flora Gorgeous Gardenia campaign contributes to the feeling of bright summer days and joy-fueled adventures. The advertisement, which is set in an enchanting and surreal world, features a range of brightly colored animations that lead a viewer to reminisce on childhood imaginations. Filled with botanic imagery, the video embodies the very essence of the fragrance it’s portraying, which has a signature floral and delicately sweet scent.
