December 2, 2010 § 4 Comments
Have you ever heard about BSP (Brand Selling Proposition) or MSP (Me Selling Proposition)? It seems like just another way to say that we buy brands, not products or services, indulging ourselves with their atmosphere, values and lifestyles (of course, brands, as people, have lifestyles). Also, some brands are all about us: we can create (actually chose from a pre-existent set of layouts or models) our own version according to our preferences. But that’s not the topic of this post, it’s about how advertising can be for real people and praise them.
Let’s take for example ad prints for perfumes and fragrances. They’re not ordinary products, as they don’t satisfy a basic need, and they involve symbolic consumption. Don’t we choose perfumes according to our personality, self-esteem? An ad for a “small potion of desire” or “small potion of ourselves” has to be highly visual, emotional, evocative, enchanting, convincing, you name it. It has to whisper so many meanings and feelings without ever stating them so that every member of the target can decipher the message as they wish. Most of the times it has to praise the consumer by projecting a perfect man or woman or at least it seems so. Because fragrance can be considered one’s essence or a brief description of that person, its ad can show the consumer with all his/hers flaws without ever failing to impress or stir a negative reaction.
One Million and Lady Million celebrates hedonism and materialism in a comic manner. Of course, fragrances can be worn by people always craving for more or who want to get rich or die trying. This is who they are and that is what their scent most suggest.
Cabotine is for show-offs, the extroverted ones, the ones that aren’t afraid to be too loud, to break a social norm. You can flirt with a married man; it’s actually fun. You can wear a short skirt in your 40s. You can balance a bottle of perfume on your nose at a party even though you’re a respectful lady.
The act of buying and using fragrances is egocentric. We celebrate ourselves when we spray vapors of fine perfume on our skin. The house of Chanel didn’t think twice when it released Egoiste. Only a self-centered, self confident or haughty person can wear it. You’re so aware of our importance that you wouldn’t share anything so personal, as a perfume, with no one. Not even your shadow. Let’s be self-centered. Let’s praise our flaws.