I was contacted by Gucci recently about their new fragrance “Gucci Guilty.” It piqued my interest because they actually designed a viral and social media plan around a video they created to launch the product. I also featured their ad as one of my “favorites” from the September issue of VOGUE in one of my posts earlier this week.
Gucci created a trailer on YouTube for the 60 second film that will be released to the public with the full-length film being shown at the MTV Music Awards (September 12th, 2010.)
The video is a film noir style clip by Sin City director Frank Miller and stars the gorgeous Evan Rachel Wood (obsessed with her on True Blood!) and Chris Evans (who’s um, not so bad himself, wink wink!)
I think it’s interesting that the company has decided to launch their fragrance in a more interesting way. To be honest, sometimes those “half nude sensual woman” print ads and commercials get a little tired. Here’s the trailer for the commercial, if you haven’t seen it:
So, what did you think of the trailer? Do you think especially in this economy that it’s important that companies go the extra mile to be creative with marketing their products? What about fragrance companies specifically? Personally, I enjoy that Gucci is taking a different approach and doing something intriguing and dramatic (and costly, I’m sure) to generate buzz about their new scent…now I just have to try it out! I’ll report back when I get a chance to smell it.
I think the bottle of the new fragrance is quite pretty, which is always a plus when you’re picking a fragrance. Don’t get me wrong, I base my purchase on how much I like the smell of the fragrance, but a gorgeous bottle doesn’t hurt. Here’s the pic from their ad in VOGUE:
I think that bottle is pretty sexy. My favorite perfume (Marc Jacobs Daisy) has an incredible bottle and it makes me love the perfume even more. I have the black bottle with the gold daises on the top and I keep it on my bedroom dresser because it’s just too pretty to hide!
Do you ever pick perfumes based on the bottle? Are you sometimes attracted to test-out a fragrance because the bottle is cute? What about the other way around? Would you be turned-off from trying a fragrance if the bottle wasn’t that attractive? Let me know in the comments below!
Before I go, if you’re interested, Gucci is holding a contest called “A Night of Guilty Pleasures at the MTV Video Music Awards.”
They are giving the public the chance to win a VIP trip to be there in person and enjoy “A Night of Guilty Pleasures.” The lucky winner of the prize draw will receive this fantastic VIP prize package for themselves and a friend:
- Friday 10th -Fly Business Class to LA, where a limo will whisk you to the legendary Chateau Marmont.
- Saturday 11th – Enjoy the ultimate shopping experience at the Gucci boutique on Rodeo Drive, where a Gucci personal shopper will help you choose a perfect outfit for the big event.
- Sunday 12th -Another limousine ride! This time you’ll travel in style to and from the MTV VMA night at the Gibson Amphitheatre, where your VIP tickets will give you an exclusive chance to meet the heroine of the Gucci Guilty film, Evan Rachel Wood.
If you’d like to enter:
The competition is at www.facebook.com/Gucci between August 13th and 27th, click the Gucci Guilty tab, and enter the competition.
Competition Information:
What are you up to this weekend? I’m getting my hair trimmed tomorrow and going to try on those new GAP dress pants! I’m going to try each style on to report back on how they fit so look out for that this weekend.
xoxo,
Veronika.
FTC Disclaimer– Gucci contacted me about promoting their contest on my blog. I am not being compensated in any way, shape or form to post about this, I was just genuinely intrigued by their new marketing campaign surrounding this product.
Michelle S says
I'm a perfume whore. Right now, I have about 30 different perfumes (I know, I have to stop buying them!)
I love perfumes in really cute bottles. That is the first thing I notice and I'm pretty sure there are many people out there on the same boat. If the perfume is in a really cute bottle, I will check it out. If I like the smell, it's an instant purchase.
I have some perfumes that are in a "blah" bottle too though. Most of them were recommended by people or I probably got a sample and loved it.
Mary Ann says
I love the ad! I have picked perfumes based more on the bottle before…and I've not bought perfumes based on the bottle. I guess I'm highly influenced by the packaging. One of my fave perfumes is Gucci Rush, but I think the plastic red brick "bottle" is ugly! lol
I also love Miss Dior Cherie – the perfume AND the bottle. If a perfume has a vintage-style flacon, I'm much more likely to sample it in the store.
[email protected] says
@michelle- 30 bottles!? wow! see i'm the opposite…once I love a scent i want to wear it exclusively!
@mary ann- i'm guilty of it too…a pretty bottle makes me initially gravitate towards a fragrance…just like pretty makeup packaging. Packaging is SO key.
Andi says
Cool trailer! I like Chris Evans a lot so that didn't hurt 😉
Definitely looks like Frank Miller's work, really cool. I think it's interesting that companies are looking for new avenues to promote their products. Probably the wave of the future. I agree 1000% that the typical fragrance ads are a lot tired.
You know me and my perfumes! I will positively be trying out this fragrance. Gucci Rush 2 is one of, if not my all-time favorite scent ever! Fun post!
[email protected] says
@andi- i've never tried it but I might go check it out at sephora tomorrow!
have a great weekend with the fam!
Jennifer says
I love Jessica Simpson's Fancy Love but the bottle is so….plain! She just came out with Fancy Nights and I have no desire to even smell it (although I hear it doesn't smell too great) because the bottle looks like men's cologne.
PS – Why can't I look that pretty with my head full of rollers? I look like Medusa! :-p
[email protected] says
i haven't smelled jessica's perfumes…maybe the first one she did but it was so long ago!
JCHokie says
I am guilty of judging a lot of things by its cover perfume bottles included. When I am at Sephora, Ulta, etc. and see a big display of perfume bottles. I always pick up the ones that are pretty. I'm very drawn to good packaging. I think presentation is everything and that's how you hook a customer. Peak their interest at a glance then follow through with a good product. =)
Lynnette says
Im not much of a perfume person but i think it's mostly bc my nose goes crazy if i start smelling to many. So if i find one i like i also stick to it like you.
I currently have 3 that i wear
-Juicy Couture. wich is my everyday one. i love the bottle on this one, it reminds me of old school perfume bottles.
-Chanel Chance. I wear that one if i am going out at night somewhere nice or something.
-Victorias Secret Heavenly. this one i wear for when im going out real quick and casual, i really like this one.
Tina says
I think that trailer is a great idea! I love Gucci's ads/style so this is looking intriguing to me.
I don't wear perfume very often as I'm a stay-at-home mom and don't really want to wear it around the house :). I am also really picky about perfume. I have a few I love and I although I like a cute bottle, I don't really care about the bottle if I love the fragrance. It's just a nice bonus if the bottle is cute! A bottle that stands out in my mind is Marc Jacobs Lola. LOVE the bottle, but didn't love the perfume enough to buy it.
These are the 3 I wear:
-Amor Amor by Cacharel. Just sexy and smells amazing.
-Curious by Britney Spears b/c it reminds me of Debbie Gibson's Electric Youth :).
-Darling Blue by Oiseau. I fell in love with this recently at a trip to Anthropologie. Yum.
Ashley says
My favorite perfume is Angel and, I have to admit, I adore the beautiful star-shaped bottle along with the blue hue of the fragrance inside (as well as how the light bounces off of it and makes it sparkle). Another bonus is that it's refillable which saves me money! (props to Thierry Mugler for being considerate of their customers like that). My other favorite fragrance, Chanel Chance, doesn't come in a fancy bottle but the most important thing is how it smells anyway :).
Amanda says
I love the ad! I definitely think it is a great way to get people into the store's to try on the perfume. Because there are so many fragrances out on the shelves, I think this commercial will stand out in womens' minds when they are browsing the perfume selection! My favorite perfume is Daisy as well, and the only reason why I smelled it for the first time was because of how cute the bottle was!