{"id":12006,"date":"2008-11-12T23:56:00","date_gmt":"2008-11-12T23:56:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/luxury-perfumes-and-effective-advertising\/"},"modified":"2025-09-15T22:59:21","modified_gmt":"2025-09-16T02:59:21","slug":"%e9%ab%98%e7%b4%9a%e9%a6%99%e6%b0%b4%e5%b8%82%e5%a0%b4%e8%aa%bf%e6%9f%bb","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ja\/luxury-perfume-market-research\/","title":{"rendered":"\u9ad8\u7d1a\u9999\u6c34\u5e02\u5834\u8abf\u67fb"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n
\n\n\n\n

\u4e16\u754c\u4e2d\u306e\u9999\u6c34\u696d\u754c\u306f\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3068\u6d88\u8cbb\u8005\u306e\u8cfc\u5165\u306b\u95a2\u3057\u3066\u72ec\u81ea\u306e\u30da\u30fc\u30b9\u3067\u52d5\u3044\u3066\u3044\u307e\u3059\u3002<\/h2>\n\n\n\n

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\u9999\u6c34\u306e\u5e83\u544a\u306f\u4e00\u822c\u7684\u306b\u3001\u4eba\u3005\u306b\u559c\u3073\u3092\u3082\u305f\u3089\u3059\u3068\u3044\u3046\u30a4\u30e1\u30fc\u30b8\u306b\u57fa\u3065\u3044\u3066\u3044\u307e\u3059\u3002\u3067\u306f\u3001\u3053\u306e\u30a4\u30e1\u30fc\u30b8\u306f\u3069\u306e\u3088\u3046\u306a\u8981\u7d20\u3067\u69cb\u6210\u3055\u308c\u3066\u304a\u308a\u3001\u4f01\u696d\u306f\u305d\u308c\u3092\u3069\u306e\u3088\u3046\u306b\u6700\u3082\u52b9\u679c\u7684\u306b\u6d3b\u7528\u3067\u304d\u308b\u306e\u3067\u3057\u3087\u3046\u304b\u3002<\/p>\n\n\n\n

First, the way consumers estimate the value of perfume is individual, intuitive, and subconscious.<\/h2>\n\n\n\n

This is why all attributes are important for promotion of a Luxury brand: from packaging design to mentality of the target audience. Unlike Casual brands, which rely upon principles of mass consumption, advertising of Luxury perfumes is based on a definite visual image, delivering a certain idea, which allows the target audience to identify themselves. This image, however, does not convey a fragrance; in other words, it does not deliver any information on the product (what it is composed of or how it works). Thus, the key function of this visual image is to make potential customers interested to know what is the scent and product experience offered in the advertised perfume.<\/p>\n\n\n\n

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\u3053\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u3067\u306f\u3001\u63a8\u5b9a\u3055\u308c\u308b\u30a4\u30e1\u30fc\u30b8\u3092\u5f37\u5316\u3059\u308b\u305f\u3081\u306b\u6709\u540d\u4eba\u304c\u63cf\u304b\u308c\u308b\u3053\u3068\u304c\u591a\u3044\u3067\u3059\u3002<\/h2>\n\n\n\n

They become the face of the brand and through their own lifestyle represent the experience and values transferred into the advertising image of perfume and common for a certain target audience. At this point, for instance, it is necessary to determine the degree of popularity of this or that celebrity among the target audience, that is to compile a rating (the lower the rating, the more people will be unwilling to make a purchase). The problem with choosing a face for a Luxury brand is that the interpretation of images may differ. This is why advertising should be carried out by certain characters, who are well-known and respected by most potential consumers. These people should personify a definite set of values. For instance, Nicole Kidman, the current face of Chanel N5, personifies the elegance of the Hollywood style of the 1950s, so that her image conveys traditional American values.<\/p>\n\n\n\n

\u9999\u6c34\u306e\u30d6\u30e9\u30f3\u30c9\u30a4\u30e1\u30fc\u30b8\u3092\u5f37\u5316\u3059\u308b\u305f\u3081\u306b\u306f\u3001\u3055\u307e\u3056\u307e\u306a\u30ab\u30e9\u30fc\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u3092\u4f7f\u7528\u3059\u308b\u3053\u3068\u304c\u91cd\u8981\u3067\u3059\u3002<\/h2>\n\n\n\n

This is because color would affect the emotional background and ensure that consumers remember the image. The color palette used to promote perfume should match the color of perfume, bottle, and packaging, so as to improve recognition by the target audience. For instance, a brown color palette is used to promote Calvin Klein Euphoria perfume. A pink palette to advertise Lacoste Touch of Pink, whereas advertising for Lacoste Hot Play men\u2019s perfume is based on an orange color palette. Only one color shade should dominate in perfume advertising, so as not to distract consumers\u2019 attention.<\/p>\n\n\n\n

\u9ad8\u7d1a\u9999\u6c34\u306e\u8abf\u548c\u306e\u3068\u308c\u305f\u30a4\u30e1\u30fc\u30b8\u3092\u958b\u767a\u3059\u308b\u306b\u306f\u3001\u540d\u524d\u3001\u30dc\u30c8\u30eb\u3001\u30ab\u30e9\u30fc\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u3001\u9999\u308a\u81ea\u4f53\u304c\u6982\u5ff5\u7684\u306b\u7d50\u3073\u4ed8\u3051\u3089\u308c\u3066\u3044\u308b\u5fc5\u8981\u304c\u3042\u308a\u307e\u3059 (\u4f8b: Nina Ricci Nina \u307e\u305f\u306f DKNY Be Delicious\/Red Delicious)\u3002<\/p>\n\n\n\n

As soon as conceptual ideas emerge of how to deliver a brand image through advertising, it is recommended to test all advertising materials in terms of perception, understanding of the image, and motivation to try a new fragrance.<\/p>\n\n\n\n

Ultimately, the creation of a complete image for a Luxury perfume implies participation of some professionals: from producers and research companies to creative and advertising agencies. Efforts provided by all links of this chain will result in a strong brand able to compete in the world Luxury perfume market.<\/p>\n\n\n\n

\u5354\u529b\u4f01\u696d:<\/h2>\n\n\n\n

MAR\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u30ea\u30b5\u30fc\u30c1\u30a8\u30fc\u30b8\u30a7\u30f3\u30b7\u30fc<\/a>\u3002 \u30ed\u30b7\u30a2\u306e\u30e2\u30b9\u30af\u30ef\u3002
\u9023\u7d61\u5148: Dmitry Shimanov\u3002 info@marconsult.ru<\/a> +7 (495) 660-82-20.<\/p>\n\n\n\n

\u514d\u8cac\u4e8b\u9805<\/strong>\u672c\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u306b\u63b2\u8f09\u3055\u308c\u3066\u3044\u308b\u898b\u89e3\u304a\u3088\u3073\u610f\u898b\u306f\u3001\u5bc4\u7a3f\u8005\u500b\u4eba\u306e\u3082\u306e\u3067\u3042\u308a\u3001\u5fc5\u305a\u3057\u3082SIS International Inc.\u306e\u898b\u89e3\u3001\u610f\u898b\u3001\u304a\u3088\u3073\u65b9\u6cd5\u8ad6\u3092\u53cd\u6620\u3059\u308b\u3082\u306e\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u3044\u304b\u306a\u308b\u5834\u5408\u306b\u304a\u3044\u3066\u3082\u3001SIS\u3001\u305d\u306e\u95a2\u9023\u4f1a\u793e\u3001\u627f\u7d99\u4eba\u3001\u307e\u305f\u306f\u8b72\u53d7\u4eba\u306f\u3001\u672c\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u306b\u63b2\u8f09\u3055\u308c\u3066\u3044\u308b\u60c5\u5831\u3078\u306e\u4f9d\u62e0\u306b\u3088\u3063\u3066\u751f\u3058\u305f\u640d\u5931\u307e\u305f\u306f\u640d\u5bb3\u306b\u3064\u3044\u3066\u8cac\u4efb\u3092\u8ca0\u3044\u307e\u305b\u3093\u3002.<\/p>\n\n\n\n

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