12The mass-market perfumes
The notion of marketing promise
Mass-market perfumes often resemble the prestige perfumes. These mass-market perfumes, however, follow a different strategy. Whereas the prestige perfumes are asked to convey the style and value of their brand, mass-market perfumes convey a marketing promise.
By having a look at almost all mass-market perfume ads released in Germany for the last ten years, we identified 15 kinds of feminine promises and 18 masculine promises. They have been analysed with the help of a semiologist and the feminine promises were labelled as follows: Chic, Lifestyle, Star, Humoristic, Fatal, Product, Romantic, Torrid, Sport Emotion, Pure Sport, Love & Sex, Kitsch, Lolita, Lush and Childish, respectively. ...
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