Why Perfume Commercials Are So Weird

December 13, 2016 in Daily Bulletin

Redditors discussed the economics behind perfume marketing campaigns:

  • Unless you resort to crass “scratch ‘n’ sniffs” it’s hard to transmit an actual smell over most traditional forms of marketing media.
  • Instead perfume makers try to sell a lifestyle that draws their target market. Axe targets young men so its commercials are about getting dates with attractive women.
  • Meanwhile women are the ones that buy cologne for their significant others, so in Polo’s commercials the men are suave, sophisticated, and devoted to their partners.
  • Smell is linked to memory. Ads will present situations that evoke a certain feeling associated with their scent.

Read the entire discussion on Reddit.