Guerlain and the advertising campaign in BIG for her Black Dress
- Flore Custot
- 17 nov. 2021
- 2 min de lecture
Dernière mise à jour : 26 janv. 2022
Guerlain is one of the oldest French perfumers who quickly established themselves in the world of perfumery. Thanks to the Eau de Cologne Impériale, created for Empress Eugenie, the house obtained the title of "Her Majesty's Patented Perfumer", and with the success of Shalimar remaining one of the best-selling perfumes in the world, the importance of Guerlain in perfumery is not demonstrating. The brand crosses the generations without taking a wrinkle with its bestsellers, mainly thanks to one of its latest creations.
In 2009, the La Petite Robe Noire perfume created a breath of fresh air for the brand. In the beginning, the fragrance was marketed in a limited way exclusively in Guerlain boutiques and was therefore difficult to access to the general public.
To rejuvenate its brand image and differentiate itself from competitors competing in ingenuity for their fragrance launch campaigns. Guerlain then launched its La Petite Robe Noire campaign. By stepping out of its very luxury universe, which might seem too rigid and adopting resolutely contemporary aspect with great daring, the campaign will created a buzz to the point that the perfume becomes the third best-selling perfume in 2015 in France.
The Guerlain house offered a new intrepid communication that stood out from other ordinary spots. The perfume house thus chooses to trust the evocative force emitted by the name of Guerlain itself. No need for a support muse.
With a chic Parisian atmosphere the advertisement illustrates seduction through a woman who knows how to please men and is aware of her power of attraction. The black silhouette with a slightly vintage connotation and dressed in a little black dress wanders in a graphic universe representing the streets of Paris with a set of decorations known around the world such as the Eiffel Tower, and it charms a large audience. On a musical background by Nancy Sinatra, "These boots are made for walking", the famous faceless muse, dressed simply in Coco Chanel style clothing pieces and wearing a pair of pumps.
It was during Fashion Week that Guerlain decided to introduce the atypical universe of La Petite Robe Noire. Then, not finding the advertising spot sufficiently original, the house decided to intensify its communication campaign via a street marketing device. This is how around 8,000 1m80 silhouettes were displayed by the sign in the streets of major cities in France, including Paris, Nantes, Toulouse, Nice and Lyon. The campaigns invited a preview of the animated film La Petite Robe Noire on the Guerlain.com website. The strange, mysterious figure took on all possible shapes. To appeal to passers-by, it was presented in the form of giant posters covering the facades of buildings, in the 3D cinema or even lit on the mythical columns of Morris Decaux in Paris.
To increase the film's virality, paper campaigns flooded many magazines well known to the general public, such as Elle or Grazia, and large banners were visible on Youtube.
Choosing as a logo a little black dress, aka the essential part of the wardrobe of any woman who loves to seduce, was a good choice for the Guerlain brand.
Flore Brault Custot
17/11/2021
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