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Home >> Featured , Fragrance and personal care , Industry sectors makeup , Internet , News >> Article: John Varvatos outlines ideal consumer with fragrance launch Email this Print Reprints ARTICLE TOOLS SPONSOR Receive the latest articles for free. Click here to get the Luxury Daily newsletters. John Varvatos outlines ideal consumer with fragrance launch By Nancy Buckley
The brand prides its existence upon the blend of old world craftsmanship with a modern edge and this video demonstrates that the combination can coexist. John Varvatos narrates makeup and stars in the short film, likely makeup to personalize the consumer s brand experience.
“Selling male perfume is plain hard, Mr. Foley said.said Ian Foley, a digital advertising executive based in Portola Valley, CA. This video provides an effective approach to target the audience by using sight, sound and motion to impart the essence of what it is to wear John Varvatos’ new male fragrance,
The makeup video starts makeup with a man sitting in a suit and choppy shots of his surroundings, which appear to be a John Varvatos fragrance photo shoot. makeup A male voiceover states people who are stylish are people who present themselves to the world in a certain way and it s really something that comes from within. A fragrance is really something that adds to an aurora, it s really makeup your scent and what you leave when you leave the room.
Seeking male consumer The video campaign is a way for the brand to appeal to men by celebrating who a man wearing John Varvatos cologne can be. Campaigns geared toward men often take on a different tone than campaigns for women.
For instance, apparel and accessories brand Marc Jacobs brought its spring/summer 2012 menswear collection to the desert in a social video that highlighted sunglasses, clothing and bags in a rugged setting and provided item pricing.
The two-minute video called A Desert makeup Mirage showed two men decked out in pieces from the menswear collection while wondering through a desert against a clear blue sky. Marc Jacobs jumped on the social video trend by showing a collection in action, but tried something new in the fact that few luxury brands are using video to appeal exclusively to men ( see story ).
The announcement of Mr. Pattinson as the face of the brand s fragrance has driven much attention to the campaign due to the anticipation makeup arising from his own fan base. Brands are able to target specific consumer groups by selecting a brand ambassador with an eager following ( see story ).
This particular video does not use an ambassador for the brand, but rather relies on Mr. Varvatos to speak directly to the consumer. His narration throughout the one minute and 15 seconds lets consumers know who a John Varvatos makeup man might be and that his scent is more than a smell, but an aurora.
“By including himself in the video, John Varvatos is able to introduce his newest fragrance by offering consumers a behind the scenes view of the inspirations behind it,” said Angel Chu, brand marketing consultant , Boston, MA.
“This personal approach to the video not only elevates the brand experience but shows a softer side of John himself, enabling him to establish trust with viewers and further strengthen his own personal brand,” she said.
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