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 
Fendi filmed a 15-minute documentary to give consumers a thorough look at the inner workings of the company.
The film, which went live exclusively on Fendi.com Feb. 5, follows the creative and executive team as they prepared for Fendi Day last fall, which consisted of their spring 2014 fashion show, a boutique opening and the unveiling of an exhibition. By releasing the full version of the video on its Web site, Fendi was able to increase traffic to its newly redesigned Fendi Life microsite, and encourage a deeper understanding of the brand (see story).
Behind the brand Behind-the-scenes videos give present brands as more down-to-earth and let consumers have greater insight to the brand’s work. Italian label Valentino took its Facebook fans behind the scenes of its haute couture fall/winter collection through a video that showed close-up shots of the products’ details. The “Welcome to the Secret World of Couture” video was available on the brand’s Web site and showed the models preparing for the fashion show and the details in the apparel. Promoting a behind-the-scenes video allowed brand enthusiasts to feel even more connected with a brand (see story). Also, French footwear maker Berluti showed its more playful side with a behind-the-scenes video for its latest advertising campaign that was filmed in a swimming pool. The video showed artist and brand ambassador Maurizio Cattelan jumping into the pool in his suit. By filming the making of the ad with its quirky brand ambassador, Berluti was able to further communicate its brand image as a “house with character,” (see story). The videos give consumers a glimpse into the brand and the work that is behind each campaign. "For those that do take the time to watch the film, it is likely that they will share a deeper appreciation for the brand," Ms. Rue said. "The narrative takes the viewer through the entire production process from fittings and alterations to design aesthetic and media reviews," she said. "It demonstrates Fendi's dedication to high-fashion in a way that is authentic, dramatic and moving." Final Take Nancy Buckley, editorial assistant, Luxury Daily, New York
