Just the other day I came across a PhD thesis title regarding the industry of cosmetics and its new target: men. The dissertation aimed at analyzing how successful this new market had been so far. Or how unsuccessful. The latter option seems irrelevant at this stage, at least seen from the customer's point of view: men products are on all shelves, ads are on all billboards and commercials...on TV. Perfumes are a safer market given its history, I would say. So it may be then even more difficult for fashion brands to stand out, or so you would think.
One of Kenzo's latest commercials managed to hit the nail right on the head, sponsoring a "sport" perfume while showcasing anything...but sports. That's the trick and it works beautifully since all you dream of is sports and action while being under the mere influence of its suggestion. Perfect. Now let's go lounge by the pool, in all good conscience and smelling wonderfully nice thanks to that great perfume you stole to the man next to you.
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