J'adore film
The video was directed by Jean-Baptiste Mondino and eludes to the desire for discovery and that with confidence and assurance a J’adore woman can naturally rise to the top.
To continue through the microsite the consumer must scroll upward. Each section is separated by a different concept from the video. For example, the first and second sections are separated through a white box with "dream" written in large black letters. The quote, “the past can be beautiful, a memory, a dream, but it’s no place to live,” is also in the white box, this is a quote from the film.
Dream section separator
The next section includes the J’adore bottle and the option to click for more information about the origins of the fragrance, the bottle and the signature aspects of the fragrance.
Next, consumers can learn more about the J’adore woman; a woman with strength and determination as well as an aura and radiance that surrounds her.
This is elaborated in an interview with Ms. Theron that discusses the woman behind the fragrance.
The creation process and the ingredients in the perfume is focused on next. This includes a video showing where each ingredient stems from in the world.
Viewers can also see the range of J’adore fragrances and learn more about the behind-the-scenes of the videos.
Scented videos
Creating a special specific site and a video has become common protocol for many new fragrances.
For example, Italian fashion house Dolce & Gabbana launched a limited-edition of its scent Light Blue and has created a microsite to solely promote the fragrance.
The microsite allowed consumers to learn product’s ingredients, the concept behind the scent and information about the video campaign. Dolce & Gabbana’s separate microsite allowed the brand to promote a fragrance through narrowing in on the specific product, which can more readily spark the consumer’s interest (
see story).
Also, U.S. fashion label Marc Jacobs launched a social video directed by Sofia Coppola to advertise its new Daisy Dream fragrance.
The brand’s social media pages released the video to create a visual element for the fragrance. The direction of Ms. Coppola and the simple elements to the video likely generated interest among enthusiasts of the brand and the director (
see story).
Having a celebrity involved with the video and specific site allows the brand to tap the celebrity's fans and encourage more people to watch and participate with the campaign.
"Working with a celebrity and using celebrity endorsement accomplishes a few goals all at once," Mr. Honigman said.
"Being associated with someone like Charlize Theron helps bring the emotion and ideas that the brand wants consumers to have with the perfume," he said. "Purposefully matching, she is beautiful, talented, and high successful, they are tying this product launch to that. She is a familiar face and has been associated with the brand before.
"Also, making use of her audience online, for instance, someone who is a fan of her and not of the brand might be able to take an interest in it and if she were to share it herself, she is driving more attention to the activation points across this campaign."
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
