I want to live in a perfume ad or how luxury plays with your emotions
Analysis
Luxury stores transport the buyer to an ethereal state in which their reflection in the showcase is more beautiful, more distinguished
Joana Bonet
Luxury is dynamic and in recent years he has moved his skin.The fashion philosopher, Byung-Chul Ha, author of Non-Cosas, (Taurus)-a brilliant essay on the passage to the age of matter to the information age, often deformative-affirms that today "the economy ofExperience replaces the economy of the thing ".The aesthetic-cultural, or even social content, of a merchandise is worth more than this.We choose brands that represent values or symbols because we want to access, not so much to possess.This is the transition from possession to access -from platforms and apps, immersive alarte that allows us make you feel.
It is the new modality of luxury, whose recovery remains unstoppable.The high range is the European Silicon Valley, since 72% of the world luxury comes from Europe.The high-end industry will invoice 1.1 billion euros in 2021 globally, practically the same as in 2019 and personal luxury items are already above pre-pandemic levels.According to an Eccia report (alliance of European creative and cultural industries), just before the emergence of COVID-19, this industry meant the European GDP and 10% of exports, in addition to two million positions of positions ofjob.
Strategic sector
The high range is the 'Silicon Valley' European, since 72% of the world luxury comes from Europe
The Christmas West hastened to create a stimulating atmosphere where objects acquire greater arrogance.Luxury stores light cinnamon and orange candles, which mixed with the smell of leather transport the buyer to an ethereal state in which their reflection in the showcase is more beautiful, more distinguished.Why is this success with environments and experience? Yves Michaud in the new luxury (Taurus) and admits that there are more reasons “that customers are happy to let themselves be abused as children in Disneyland”.
The first responds to the capacity of technology to control the atmosphere, from temperature to odors or design to confer unity and charm of space, as the species positions of an exotic market occur.The second reason that Michaud identifies, using Walter Benjamin, is the aesthetics of the distraction that is achieved with a set of symbols, references and stimuli that lead to aesthetic pleasure, a multisensory cercana to synesthesia.And finally, the phenomenon of the atmospheres of the new luxury, aimed at the middle class, responds to the hedonism of the experience that reaffirms the individual in his bubble: "At least we are, in the right sense, among us".
But, isn't that the girl who comes out of her work in the hamburger with a shout of Tommy Hilfiger and the nails to Rosalia?She is also part of a special club, so when she placed the hat she feels the vapor of the distinction.And this does not happen by the object itself, but by the culture of the brand and everything that encompasses.
Evocation
A perfume is able to infect joy and even transport Polynesia or Fifth Avenue in New York for a moment
Spain is an international leader in the sector: it occupies the second place-detrás of France- in the export of perfumes.In 2019, sales reached 4.723 million euros, which, according to the Spanish Association of Cosmetic and Perfumería Stampa, places fragrances above such emblematic sectors such as wine, footwear and olive oil, although the Made in Spain is associated with the leadershipperfume.Today we live the high season of aromatic juices, and they are still one of the most common gifts, because despite their futility they are capable of their narratives to infect an craving for that and even transport you for a moment to Polynesia or Fifth Avenue from New York.
Your messages contain promise and desire.Also empowerment, as is the case in the announcement of Scandal by Jean Paul Gaultier, shot in Paris and starring Irina Sayek, a prime minister who leaves the album, changes in the car and reaches the Elysium while Donna Summer's Bad girls sounds.In the case of Scandal Pour Homme, a boxing and sex session is able to bow down the Toure Eifeel.
In department stores, the bottles are usually photographed with indirect light and glacier or nebular blue background, always projected towards infinity.Isn't it a spiritual representation?Of a need for elevation, a devout pichague so that our lives look like an advertisement of perfumes such as the classic Eternity of Calvin Klein that represents love scenes in a beach in the north, with Cristy Turlington and her husband in real life, EdBurns, who transmit truth in their hugs.
Just like Natalie Portman while Cry Baby sings in a van full of flowers and then lets her waist surrounded by the hug of a man in a boat: infinity blue, life a smile discovered.So much that you want to stay in the announcement, until the voice of reality returns fleetluxury blockbuster.Like that of all perfume ads, the final product is achieved by force of the feet tired of production assistants, the heavy cranes of the cameras or the callous hands of the councilor.
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Joana BonetMiss Dior's announcement was filmed in Australia, because of Covid's restrictions: there was rolling the actress who was directed by director Manu Cossu.And it looks like a millefiori embroide.000 Cruces per square centimeter.Pure luxury.Portman, imbued with the spirit of distilled juice with the most exquisite flowers of the Grasse fields, tells us with a smile that we are still awake: Wake Up for Love!Wake Up for Beauty!And we are able to pay attention to him for 40 seconds.Because the new luxury is able to lighten reality that an orgasm lasts.Happy New Year!
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