Gucci 'Bamboo' Fragrance 2016 : Polina Oganicheva by Glen Luchford - Page 2 - the Fashion Spot
 
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11-10-2016
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11-10-2016
  17
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For a lot of brands, the clothing they produce exists in a different universe to the cosmetic and perfume lines that carry their logo. Licensing issues aside, even fashion houses that retain control over these areas understand that if you want to sell a scent to a lot of people, you have to think about things in a mainstream way.

There now exist plenty of niche perfumiers for those seeking what's expensive and exclusive, but if you want to make millions from your products, you sell an image of beauty and success in simple enough terms that you attract a wide variety of people willing to buy your Christmas sets from a shop every year.

Viewed as a fashion image, I get the story of what's going on. But as something that'll grab the attention of general customers looking to make an impulse purchase in return for the illusion of sex and glamour in a spray format - good luck, Gucci. You'll be riding on your old reputation, because not everyone cares enough about high fashion to 'understand' what direction you're going in. They'll just see old-looking clothes on a young girl.


Last edited by tigerrouge; 11-10-2016 at 05:12 AM.
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11-10-2016
  18
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The problem with this is that they are trying too hard to merge all product lines under his vision but this shows that it is not working. I really like his clothing and the campaign but this just falls flat. I feel like Chanel is a great example of good communication across the line. Perfume and cosmetics needs a bit of mass accessibility, a glimpse of exclusivity. This doesn't offer that.

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11-10-2016
  19
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Quote:
Originally Posted by TaylorBinque View Post
The problem with this is that they are trying too hard to merge all product lines under his vision but this shows that it is not working. I really like his clothing and the campaign but this just falls flat. I feel like Chanel is a great example of good communication across the line. Perfume and cosmetics needs a bit of mass accessibility, a glimpse of exclusivity. This doesn't offer that.
So true!

Beauty and fragrances ads needs to have a timeless appeal. This is maybe too trendy for a brand like Gucci.
Maybe the problem with Gucci and other brands like Saint Laurent, Givenchy, Dior...etc. is that they don't have a clear timeless visual message.

What you said about Chanel is true. Karl involvement in Chanel beauty is very low. He may choose the girl and design the outfit but he is not shooting anything. They have their photographers (Testino, Demarchelier, Goude), their stylist like CDD and clear specifications: most of the time a white background, little to no make-up, simple styling..etc.

At Gucci, they don't have real signature perfumes. They discontinued Ford's fragrances, some Frida's fragrances...etc.

I'm really not convinced by this. It will sell because it's Gucci but the perfume, the bottle doesn't scream new Gucci.

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2016, bamboo, bamboo confidential, fragrance, glen, gucci, luchford, oganicheva, polina
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