Perfumes have been a part of us since the beginning of human existence. At the beginning fragrances were based on essential oils and flowery waters. With time and new improvements, perfumes have been improved and are nowadays No.1 fashion accessory not a single woman nor man can live without. A single spritz of a perfume compliments your outfit, reflects personal style and portrays your personality. And renowned fashion houses are very much aware of this and know just how perfume branding is important for their success. Every fashion house these days has own perfume line. They use the name to promote fragrances, acquire new customers and build a name in the perfume industry. Likewise, every fashion house ‘uses’ its perfumes to ensure secure presence on the market.
Let’s take Ralph Lauren fashion house for example. Ralph Lauren was founded in 1967 by Ralph Lauren who with his colourful ties wanted to make a statement. The success of his one-of-a-kind ties encouraged Ralph to create a menswear line. Clothing pieces were designed not as something to wear, but to portray a unique lifestyle. In 197, Ralph introduced his line for women and in 1978 decided to launch first Ralph Lauren perfume. The fragrance was named Polo and was a huge hit. The company new just how important perfume branding would be for the whole brand and soon started creating new fragrances. Today Ralph Lauren fragrance portfolio offers more than 50 different scents for both men and women. Every Ralph Lauren fragrance is unique in its content, mixture of different notes and bottle design. Also, all fragrances are created to perfect match the overall style of the brand.
Another fashion house that realized the importance of perfume branding is Yves Saint Laurent. Founded in 1961 by Yves Saint Laurent and his partner Pierre Berge, this brand is one of the most luxurious fashion houses known for its modern and iconic pieces. The brand carries a broad range of women and men products and is also a trendsetter in the perfume market. The first Yves Saint Laurent perfume was launched in 1964. A feminine fragrance named ‘Y’ soon became the top selling fragrance. Knowing that perfume branding will make the brand more approachable, operating directors and marketers decided to expand the Yves Saint Laurent perfume line. Today, there are over 100 fragrances and each Yves Saint Laurent fragrance contributed towards building brand’s already impeccable reputation.
Both fashion houses are very much aware of how perfume branding can acquire new consumers and increase sales. For example, on the perfume commercial ads it is not just the perfume that is being advertised. The model featured usually wears the outfit from brand’s latest fashion line, including shoes. In some ads even fashion accessories like handbags, sunglasses, watches, etc. are being featured. This is the way marketers are trying to ‘force’ customers not only to buy their perfume, but to learn more about other products they offer.