Nothing frustrates or confuses me more than fragrance advertising.
Now I think I have a renewed distaste for the holiday season. I am so damn tired of seeing these sexualized, vague, and celebrity-riddled perfume commercials. I don’t understand the allure they bring when all I can do is spend the entire commercial guessing what it’s advertising. And perfume commercials are always hard to call! There’s one they have featuring Julie Roberts. It begins with her walking away from a group of people and “pushing” through 3 walls until there’s the Eiffel tower in the background. Then, in a sultry french accent, it says something something about life being beautiful. Like, what the fuck just happened? What does all of this have to do with smelling a certain way? Does perfume make life beautiful?
There’s another I’ve been seeing more frequently with Johnny Depp in it. He basically looks like Jack Sparrow, but without the pirate hat and dreads, in a Fear and Loathing in Las Vegas-type setting. He pulls his car over and digs a hole and then the sun sets. Again, what the fuck did I watch? How is this in any way relevant to a fragrance? These companies are really grasping for straws it seems. Or do people solely buy this product because of a celebrity endorsement? Ugh.
But the absolute worse are the ones that are super sexualized. Dolce & Gabbana are the notorious frequent offenders in this category! Anytime I see a commercial with a scantily clad couple, giving each other looks but not talking, whilst some deep crooner with an Italian accent seductively sings in the background, I assume it’s a Dolce & Gabbana fragrance advertisement.
I think I am generally really bothered by perfume advertisements because they are so clearly sexualizing, womanizing, male dominating, and “rape culture-ific”. I can’t remember what class it was in college, but during one of them, we dedicated 6-10 hours of class time just to discussing and analyzing rape culture perpetrated by the media. And no where is this perpetration more loud and clear than when it comes to fragrance commercials.