by Kimberley Heit

Created on: September 04, 2008

Designer fragrances have become outstandingly popular because they are a slice of the "designer" pie that ordinary people can afford. Take Chanel for example, you can buy a bottle of Chanel perfume for around $100. Whereas a piece of clothing or handbag from this fashion house would set you back several thousands of dollars. Why do people desire designer anything? The reasons are numerous and varied, but a lot has to do with clever marketing. In fact the marketing is so clever that even though most people realize how commercial their desire is they still want to give into it!

An interesting, somewhat unknown fact is that many designer fashion houses today do not turn a profit from the sale of their clothing alone. It's their fragrance that brings in the big money. Very few people can afford couture gowns, but many people do not balk at spending $100 or less on a product stamped with designer appeal. This means that advertising designer fragrances is big business.

In fact, designer fragrances are one of the most widely advertised products. You will find advertising in magazines, on billboards, the sides of public transport, television, the internet and so on. This advertising does more then simply promote the benefits of the product; it aims to make the consumer feel they simply have to have the product. Common themes portrayed in perfume advertising are that you deserve to feel special and have the best and that the perfume can help you exude sex appeal, bringing success and happiness your way.

The theme of deserving the best has been particularly played on over recent years. The message is projected in the initial advertisements, but what's even more potent is that the sales assistants are trained to make remarks like "We all deserve some pampering" or "Go on your deserve it". This is followed through with free' mini makeover sessions at beauty counters to encourage people to buy the products. How many times do people walk away from these makeovers empty handed, with their credit card balance free?

Flip through any magazine in the style and beauty category and you will find several designer fragrance advertisements. Of these advertisements you will see that many depict couples looking happy or sexually charged. The message is clear both on a literal and subliminal level. When you look and smell sexy and sophisticated good things come to you. Take a look at the sales assistants in designer fragrance or department stores; they are usually very attractively presented

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