My stories always start from a point. One of my study centers has always been during trips (duty free shops) where I spent the hours between flights studying in that space. Due to the fact that duty frees are usually the pioneers in presenting the complete concepts of perfume, make-up, jewelry, chocolate and such goods. I was walking in one of these large duty frees, and suddenly I saw a black dress on a mannequin, of course the subject of the dress It wasn’t, but it was a perfume called Little Black Dress! I realized that this clever name was a beautiful perfume and scent from Guerlain. Guerlain is one of the oldest manufacturers of perfumes, cosmetics and skin care products, which operates in Paris with a history of one hundred and seventy-five years, and always uses special scents such as vanilla. And he has used very rare flowers in his perfumes.
First, we need to define what is the Guerlain brand? Who is? What history does it have? How has he studied and used the deep insight of European women or even women of the world for his development in a new perfume. In fact, modern naming, positioning and marketing are based on it, and Pierre Francois Pascal Guerlain founded the first store in Paris where he created personal perfumes based on the personality of people. The next generation of Guerlain (trend setter) or the founder of deep and rich currents in (perfume) or perfumery know that he had a look at very exotic rich and sweet scents, reflected it in Guerlain’s classic perfumes and continued such as: Rococo
Jacques Guerlain is known as the wonder of the family, because he was very searching for the goals of the family, and at the age of 16, he created his first perfume called Amber, but later, Guerlain had other successes that resulted from deep study and familiarity. With literature, painting and art in the broadest sense, he drew inspiration from everything and in 1906 presented one of Guerlain’s most stunning fragrances. Creating perfumes for Guerlain has taken perhaps every generation, the research and finding the complex layers of the scent was very important and (Jean-Claude) was able to create Samsara when it was his turn and the management, which with the red color of the bottle, the scent and the name that was chosen, it was very oriental and brought about a revolution in Guerlain perfumes. In 2003, Guerlain handed over its development management to another company, they put a person named Mr. Thierry Wasser in charge of introducing and choosing a new identity and perfume. After a year of research, a lady presented La Petite Robe Noire as a trial version (Limited Edition). This product was very successful and Guerlain presented it to the market in 2012 as a complete, calculated and safe collection. Although he had a lot of experience, but to present a new perfume, he checked and tested it in his stores for more than a year to make sure that this scent is liked and liked by his buyers, and like other Guerlain perfumes, it was a multi-layered combination, deep and sweet but cool.
Guerlain, having a lot of experience, presented his desired scent in stores and asked for opinions for more than a year, and the question he had to enter the market was what name and identity existed to be used among young women who are interested in classic style. Acceptance?
The name and identity that was chosen was the little black dress and it was recorded in different languages as follows:
In English: (Little Black Dress)
To France: (La Petite Robe Noire)
In German: (Das Schwarze Kleid)
The choice of this name was based on a point that was both conceptually reliable and visually created a deep and strong background. The little black dress is a dress to wear for an evening party, and you can turn it into a more luxurious dress with jewelry or party shoes in necessary situations. The origin of wearing black clothes is considered to be related to the 20s and the designs of Jean Patou and Coco Chanel. But this style was continued by Audrey Hepburn and Princess Diana. They were people who are well-known for their impeccable taste in dressing and in this period they brought about changes in fashion by wearing black clothes. The telling of the story was very daring because perfume advertising without an actor has never happened before, and to put it better, it was very rare. However, Guerlain did it and the TV star was just an image or silhouette with soft and feminine movements, an image that was broadcast without a face and features. Human, but at the same time, it represents the body of a woman wearing a little black dress, decorated with a hat and very stylish shoes and walking in the streets of Paris.
The first story was put to the test in 2011 and the first birth happened in 2012, but since that year, 4-5 more versions of the packaging with different images and different scents have been presented to the market. And as for the story of the brand family, as it was said, since 2009, the proposed new scent, image and name have been presented to the market in limited numbers. In 2011, a new version of it was presented, and in 2012, due to its great popularity, it was corrected and the first little black dress was born. The story of the connection and rotation of clothes, scent, occasion, audience and complexity of the subject in the packaging of 2013 with a low-cut dress and a lighter scent, in 2014 with a rich scent and a dress that was called Couture, in 2015 Eau fraiche with a Very happy mini dress and in 2016 they presented Intense with a dress reminiscent of Marilyn Monroe. In this way, they shared the profile or content of the brand architecture, which was formed based on the character of my little black dress, with different audiences and also presented this game on different occasions. From packaging and TV commercials to giant billboards, they displayed a shadowy figure in a short black shirt on the cobblestones of the Champs-Élysées.
We see that this perfume is developing a new way to fit its own scent, style, and style. It takes the help of one of the best computer graphics experts, this artist was the Art Director and the art director of all le petite robe noir movies. The billboards of Paris Guerlain are also very famous and old, but they used them in a new way, that is, they designed the light so that it can be seen completely at night, and it also creates a shadow on the ground, which is stunning. Short, simple animations and beautiful moving motions were made with French music that showed the same black shadow in motion. Even in the interior design, they created special corners in famous stores that were dedicated to my little black dress. They had used this image so well in advertisements and airport stands that it attracted a large audience. A Guerlain representative came up with a gift idea that he wrote for the instructions, “This is a little black dress that smells.” In fact, you perfume a bead with Le petite robe noir perfume and it fits inside the shirt as a small gift, and you can hang it in your wardrobe or wear it around your neck and this perfume will always be with you.
Creative bloggers also posted and did related activities for the promotion, such as making a popular singer’s little black dress out of cardboard, with instructions for others to make. Other items have been photographed, talked about or focused by bloggers. It shows the wide range of work that le petite robe noir has done to introduce and place its own fragrance in addition to advertising, which makes it an embodiment of the combination of all the elements and elements we have mentioned. We see that it produces an extraordinary result of success.
Now we have seen how Guerlain used four (b) and to achieve success, we examined the example as follows:
Although Guerlain was successful in everything it presented to the market, it tested the fragrance, the taste of the audience and those who like the fragrance for a year.
Among them, they also found something for young women with classic taste, in their deep belief about fashion and beauty there was a French lady who wears a simple but very stylish black dress.
The third thing they found was the brand’s use of the classic glass design, but the old glass that has arches on the head and gives shape to the body.
But it has decided to name and develop based on the future of the brand, that is, they built the image of the little black dress and shared the same image in number four of the communication package, the packaging, the sales space market, and the virtual space. And we emphasize again without a single actor! That is, they worked so hard on the image and words they wanted to connect with the audience, there was no need for an actress to be the hero of perfumes, and this was very rare in the history of French advertising.
