Tuesday, March 19, 2013

A New Face For L'Artisan Parfumeur

Image: L'Artisan Parfumeur

Those of you who pay attention to such matters may have noticed that the publicity campaign for L'Artisan Parfumeur's upcoming Caligna (see above) marks a shift in strategy for the venerable house. At the scent's London launch, Marketing Communications Assistant Justine Lacaille stated that the brand is "starting a new chapter in its history [by] moving away from illustrations (see below) and using photography as a way to express the spirit of the fragrance. Photography is now more relevant and more contemporary. The brand needs to evolve."

When asked if the poster for Caligna might cause the scent to be seen solely as feminine - thereby going against the determinedly unisex marketing of the past - Lacaille said, "Yes, but it appeals to both men and women. It's more straightforward to customers, as well. It's more modern."

Nick Steward, Head of Marketing And Product Development, added, "Let's be honest, a lot of our customers are women. For them to be able to find themselves in an image is something new, it starts a different type of conversation. The kind of male customers we have would not be put off by a beautiful image. It's provocative for us, in the sense that we've never used an image before to represent the brand. So it allows us to engage with new people as well."

Does this new style run the risk of undermining one of L'Artisan's strongest characteristics: its sense of humour?

"I hadn't thought of that, to be honest," said Steward. "But I don't think she [the woman in the image] is austere or hard. And for us, the name Caligna is funny. We've kept the spirit of quirky irreverence."

Time will tell if the move proves to be successful, but personally, I'll be sorry to see the end of witty compositions such as those below.

Persolaise.


Image: L'Artisan Parfumeur


Image: L'Artisan Parfumeur



14 comments:

  1. well, that's widely original, a naked woman. I'm disappointed, Bee

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    Replies
    1. Bee, I must say I agree with you. To my mind, the image is the sort of thing I'd expect to see advertising some kind of hypo-allergenic body lotion at a chemist's.

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  2. Dear Persolaise

    How very sad. And, frankly, what half baked justifications.

    Maybe time for a review of the PR strategy review.

    In a marketplace this crowded the last thing a relatively small house needs to do is lose any sense of differentiation.

    As charming as the naked woman is, she could represent absolutely any perfume or beauty brand whatsoever.

    This is a grave error.

    Yours ever
    The Perfumed Dandy

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    Replies
    1. Dandy, I couldn't agree more. That said, I'll be very interested to see how the strategy develops. If it is a genuine attempt to make the brand more mainstream, will it be successful, I wonder.

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  3. No! This is horrible news for me. Historically, brands use advertising changes to signal upcoming changes to the juice :( I, like you, love their quirky illustrations and current packaging. I wouldn't mind changes in direction if that means they're going to be creative, but a naked woman probably signals that they are trying to reach mass market status, which for me is saddening because I love them the way they are!

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    1. Joshuaang, yes, a naked woman, no matter how enigmatic she may be, certainly doesn't spell 'different'. Let's see how Caligna does for them. My review of it should appear here fairly soon.

      Delete
  4. Agreed, Bee. SO banal and unimaginative. I find it hard to believe that they couldn't find someone or something less pandering.

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    Replies
    1. Murai, thanks for sharing your thoughts. There's something of a consensus appearing in these comments.

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  5. I didn't like the previous images at all; ill-matched photography and illustration combined on a photoshop gradient landscape? No, no, no. But yes, I agree the new image lacks wit and imagination. They could do with a proper designer.

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    Replies
    1. Fair enough, Kev :-)

      Let me play the impartial moderator for a moment and suggest that, maybe, two or three new scents down the line, the 'look' might start to cohere and make sense...?

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  6. If you had shown this without stating what the advertisement was for I would have guessed it was a Nivea body lotion advert! I don't understand what L'Artisan are trying to portray in this image.

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    1. Antqueen, I know exactly what you mean. But then... maybe they want to come across as being as 'safe' and ordinary as Nivea??!

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  7. I've tried Caligna, and found it middling/average/more mass market-oriented than the current fragrances on their roster. Will let you know when I've worn it more :)

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    Replies
    1. Ok, thanks, Joshua. I look forward to a more detailed appraisal :-)

      Delete

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