LUCY CAPEL

Product research.

Audience research.

Market research data.

The brief.

RESEARCH!

• Paco Rabanne was born in Spain on the 18th of February 1934, he is a world

famous fashion designer, he started his fashion career by creating jewellery for

famous companies such as Dior, Givenchy and Balenciaga. Paco Rabanne used

unusual materials (for example paper, plastic and metal), to make his quirky

jewellery designs. He then progressed to design costumes for films, one of the

films he designed costumes for is the 1968 sci-fi film Barbarella. He has also

designed costumes for famous French singer Mylėne Farmer.

• In 1968 Rabanne started to collaborate with fragrance companies such as Puig

(whom market Paco Rabbane’s perfumes now). Since starting out making the

different fragrances and perfumes the name Paco Rabanne has grown into a

world known name, with his company making over 40 perfumes in the past 41

years. Rabanne’s first fragrance came out in 1995 (Paco Rabanne, pour homme)

and the latest fragrance (Invictus) came out earlier this year (2014).

PRODUCT RESEARCH...

• The colour of the bottle and name of the product

suggests that the client will be wearing the

perfume on nights out and special occasions.

• Target audience is for young girls/women roughly

aged between 16 and 24.

• According to The Perfume Shop Paco Rabanne

Lady Million is the best selling perfume at the

moment.

MARKET RESEARCH DATA...

• Paco Rabanne.

• Lady Million.

• Absolutely Gold Eau De Perfume.

• Include music – dialect.

• Lots of gold in the advert.

• Use a model (girl – target audience age).

• Images of the notes.

THE BRIEF…

Analysis of existing perfume adverts.

Generation of ideas.

Recording ideas.

IDEAS GENERATION!

• Italian operatic music - romantic

• Boy and girl (using sex to sell perfume)

• Lighting (Laura Mulvey’s Male Gaze – Objectifies the models)

• Simplistic

• Water, White swimming stuff = purity

• Physically fit

• Refreshing

• Depth of water – lots of deep notes in the perfume

• Summer perfume – sun

• Product shown at the end

• Target audience = men

ANALYSIS OF DOLCE & GABBANA

LIGHT BLUE!

• Challenging typical stereotypes

• Lighting (day time) – wear during the day

• Whites and creams – purity, smoothness

• Layers = layers of smells

• Dialogue

• Male Gaze

• Target audience = independent women

• Fun loving, bubbliness to perfume

• French – love, romance

• Set in a French apartment

• Minimalist

• Comfort

ANALYSIS OF CHLOE THE

FRAGRANCE!

• Target audience = young girls

• Actors same ages as the target audience

• Free spirt – horse

• Purity – use of white

• Natural setting

• No dialect

ANALYSIS OF DAISY BY MARC

JACOBS!

GENERATION OF IDEAS...

• The advert will last no shorter than 30 seconds and no longer than 40 seconds.

• Include the scent in the advert (e.g. images of the notes).

• Include lots of gold images.

• Include the logo and name of product.

• Include the actual perfume bottle.

• The perfume needs to be the last thing the audience sees in the advert as the image will stay longer in the audience’s minds.

• I would like it to ‘rain’ gold glitter over the bottle at the end.

• There will be no talking or dialect in my advert.

• I will have some music, I want it to be upbeat and reflective of the perfume (maybe something from the charts).

• The “scenes” will be cut to the beats of the music.

RECORDING IDEAS...

http://www.fragrancex.com/products/_bid_paco--rabanne-am-

lid_p__brands.html

http://en.wikipedia.org/wiki/Paco_Rabanne

http://www.pacorabanne.com/fragrances/invictus

http://www.youtube.com/

http://www.theperfumeshop.com/

BIBLIOGRAPHY…

PEERS FEEDBACK!

POSITIVE CONSTRUCTIVE

Good background info. Need more explained choices.

Use of bottle and scent to influence advert. Will you shoot indoors or outdoors, lighting?

Great and extensive research into existing

products.

Who will do voiceovers?

Good ideas for the storyboard. Think of locations.

Colour linking to brand. More market/audience research into what the

audience wants.

Key ideas for the brand advert. Find out more about who the target audience

are.

Who will narrate/say the dialogue?

Consider lighting in detail and mise en scene

clothing.