Burberry Her Intense smells pleasant enough. But to cut to the chase, I can’t really smell it on myself. With the ever lengthening allergy season, it might just be my sinuses. Sure it leaves a beautiful scent behind on clothing when my sense of smell has returned, but I’m having a hard time detecting it on my skin. So, rather than give this product a scathing review that’s actually a review of my sense of smell, I want to dive in to how Burberry is representing the fragrance.
Originally, I went to the site to get more information about the fragrance notes, but I was shocked by how plain the product page was.
The brand photographed the bottle as if it were the product itself. From the pictures, it looks like they are selling a luxury flask, with no indication that it is already filled with fragrance. If you manage to scroll down to the product details you’ll learn it has notes of strawberry, orange blossom, and ambery wood. However, from the picture you would get none of that.
If by chance you were navigating the site, instead of going directly to the product page from a search, you would get a more creative image, one with the bottle against a background of the key notes.
I have to know, why on Earth would they not use this image on the page where customers are coming to learn about the product? It’s almost fitting that on a day that I can barely smell that I’m writing about a brand that seems to think how the product smells won’t matter to the customer. Or at least that seems to be how they are representing it on their own page.
Fragrance marketing is tricky. When selling online, we don’t have the ability to get customers to fall in love with the smell. All we have are images, thus the ones we use must be so powerful as to help the customer recreate the scent in their own mind.
Even with all of the advertising and images on retailer sites, Burberry hasn’t used its own page as a place to continue to tell that story. Perhaps they are just trying to keep consistency between all product categories. Or maybe their loyal customers will buy no matter what. But with how bare the imagery is, I can only imagine what a new customer will assume about the scent.
Question for you: When you’re buying fragrance online, what details help you choose what to buy?
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