Everywhere we look, we tend to find advertisements, whether on TV, billboards, newspapers, magazines, etc. Most of the time companies and businesses have an effective way to grab their consumer’s attention, but in order to do that, companies use several techniques that will allow them to reach out and persuade their customers to purchase their product. Some of these strategies may include, the color of the advertisement, the information put on the advertisement, a celebrity/ role model representing the product or service on the advertisement, etc. Whatever strategy(s) used, usually ends up luring their target market/ consumer into wanting to purchase their product or service. As I was sifting through the pages of Cosmopolitan, I came across three advertisements that caught my eye, all of which attempt to convince female consumers into purchasing perfume. Two of the print ads include perfume by Dior, while the third contains perfume by Chanel. According to two different blogs, Chanel and Dior are one another’s greatest rivals when it comes down to their perfume lines because they are of similar quality (botoblog.com and fragrantica.com).
Both designers started off their fashion careers in Paris, France with Gabrielle Bonheur “Coco” Chanel being the first of the two to launch her business, also known as The House of Chanel in 1909 (um.chanel.com). She was born on August 19th, 1883 in Saumur, France and came from a poor family. Six years after her birth, Gabrielle’s mom passed away, which resulted in her dad leaving her and her four siblings into staying with relatives. While Gabrielle resided with her relatives, she learned how to sew, as well as various sewing techniques, but in order to make money, she worked at a café and was a concert singer where Gabrielle adopted the nickname, Coco (womenhistory.about.com). At that time, Coco met a wealthy military officer who helped finance her new shop in Paris, France in 1909. Her designs consisted of relaxed and casual clothes. Later in 1922, Coco debuted her first perfume, Chanel No. 5, which became very popular, as well as profitable for her company. Gabrielle made sure she was the designer of the company until January 10, 1971 when she died (no given reason of death).
Since the creation of, Chanel No. 5, her perfume line has captured the upper class/ wealthy and sense of smell in women around the ages of thirty years old and older, but now, Chanel wants to grab the attention of women around the ages of eighteen to twenty-nine (nytimes.com). According to Irma Zandl, ''A brand not recruiting teens or young adults is just getting old'' (nytimes.com). As a result, in 1996, Chanel introduced the perfume, Coco Mademoiselle, to attract uppermiddle class to wealthy women of ages 20 and older. On their website, chanel.com, it states that Coco Mademoiselle is “Feminine and sexy, young and exciting”.
On the other hand, Christian Dior was on January 21, 1905 in Granville, France. His father was a wealthy fertilizer manufacturer. Christian’s father and his five siblings were said to live in a house on top of a cliff where they could see amazing views of the Normandy Sea (designmuseum.org). Dior followed his dream in arts by sketching couture fashion. Later, in 1946, Christian Dior founded The House of Dior where he sold couture clothes made for the wealthy (dior-finance.com). After a year of founding his boutique, Dior came up with his first fragrance called Miss Dior. “Miss Dior was a perfume that targeted ultra-feminine and elite women of elegance and sophistication who land in the ages of thirty and over” (thescentofself.com). According to designmuseum.com, Christian Dior then died in 1957 from a heart attack after choking on a fish bone.
Now, the team of marketers for Christian Dior state, "The demographic is changing significantly. It's now up to us to not only talk to the target, but to understand how the target is shifting, while not alienating...