A Wren Says

In an episode of Emily in Paris, Sexy or Sexist, we see the team at odds on how a client’s new fragrance should be advertised to women. They want to communicate that the fragrance is for powerful women comfortable in their femininity. The client asserts that a naked woman will do the trick, while Emily asserts such a presentation will not go over with audiences. Whether or not you agree or disagree with Emily or even if you dislike the show altogether, the mark scenario brings to the forefront an important trend. How does fragrance marketing use notions of gender to communicate to audiences? Let’s take a look at two Dior fragrances as examples.

When it comes to the mass marketing of fragrances, we see certain symbols that direct the viewer to understand ideas of masculinity or femininity they wish to emulate.  Take for example Sauvage by Dior, the very name hints at rugged masculinity. And having Johnny Depp and the desert scenes, running horses, and even guitar riffs add to the image as well.

In contrast, with J’adore, the brand conveys a particular appeal to femininity. The ad shows luxurious images of beauty and glamour, but there is imagery that connects to Greek deities. The woman who wears this fragrance is not only beautiful, she is a goddess and powerful in her own right.

Fragrance itself has no gender, but brands use masculinity and femininity to create an image for their fragrance and appeal to audiences. Even though you have to truly experience fragrances through your sense of smell, these images help the audience start to imagine how the fragrance might smell and whether or not it might be right for them. And it turns some people away from a scent that might work perfectly with their skin chemistry because they don’t relate to the ads or the depictions of gender.

 As you come across fragrance ads, what are some of the ways you see gender used in the advertising? This was a very quick surface level review of the ads, but tell what your thoughts of Sauvage and J’adore.