Marketing Advertising Campaign Critique - La Nuit de L'Homme Ysl

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MKTG 435: Marketing Communications Assignment #1: Advertising campaign analysis La Nuit de l’Homme 2011, Yves Saint Laurent MICELI Clara Student ID: #10114742 The brand Yves Saint Laurent (YSL) launched a new fragrance called « La Nuit de l’Homme » in 2009. The brand changed its own name into Saint Laurent Paris in 2012 under the influence of Hedi Slimane, the new brand’s creative director since March 2012 because he has found that this name corresponded more with the brand’s essence. Saint Laurent Paris is one of the more established premium fashion and beauty brand in the world and was founded in 1961 by the fashion creator Yves Saint Laurent and Pierre Bergé who would begin the chief executive officer. The brand’s universe is characterized by words such as mystery, darkness, elegance, sophistication, and refinement. La Nuit de l’Homme is a perfume for men and is made of two smell bouquets: one strong and one soft. The first one groups notes of bergamot, cardamom and cedar together to bring an intense masculine sensation while the other one is based on hints of lavender and vetiver that bring sensual aromas. This perfume is full of contrasts and tensions. Advertising Campaign In 2009, a first advertising campaign was launched for La Nuit de l’Homme fragrance and introduced Vincent Cassel, a famous French actor, who is the perfume’s muse since March 2009. Gaspard Noé, a French filmmaker, had realized the TV spot. In March 2011, after the success of the movie Black Swan with Natalie Portman and Vincent Cassel, the brand decided to launch a new campaign for La Nuit de l’Homme based on the movie’s universe and realized by the same filmmaker, Darren Aronofsky. This advertising campaign analysis refers to the latter one for the French market. The advertising campaign takes place by night. Nighttime is “definitely the right time for cologne”, especially for

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