WHY I'M INTERESTED IN CDG PARFUM STORYTELLING AND VISUAL COMMUNICATION

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This collection by Comme des Garcons focuses on the materials used within the fragrances, celebrating materials that would not usually be glorified as a wearable, luxurious scent. The advertising defies the typical fragrance advertisement by avoiding the way the scent makes you feel, and instead focuses on the materials and beautifies them in their own natural ways through visually communicating imagery and their selection of sleek bottle designs which each individually represent the key materials used in the fragrance, whether it is the way they smell or the way they look, or both. In the BBC perfume documentary a perfumer explains how texture and colour link to scent, which I remember finding rather striking. Comme des Garcons explore this unique and unknown fact about scent whilst also trying to create new scents that are unheard of in the fragrance market.

As part of the Concrete perfume online advertisement found on the Comme des Garcons website, a statement reads ‘In a world where concrete is ubiquitous, the mundane fabric of urban cityscapes, now it is given disparate context: the uniquely refined realm of perfumery’. When exploring their fragrances I was extremely enticed by this message; the juxtaposition and level of risk and experimentation excited me and I thought that this was notably innovative, especially for a high-end brand. The Concrete parfum online advertisement offers the option to click to 'try the concrete experience', which immediately immerses you in a visual and musical exploration of the 'extraordinary, ordinary' concrete built with the material provided by artists Basaltes and Neunau; the consumer is advised to wear headphones for the best quality experience of creating a musical piece with a range of industrial sounds, which can then be shared to Facebook or Twitter straight from the website with the hashtag #CDGCONCRETE'. This inventive and interactive form of advertisement is an immersive and entertaining way of promoting the product whilst communicating the story behind the fragrance effectively.

 Their collection of visual advertisements to promote the fragrance range are outstanding in my opinion; all images have a level of individuality, and balance weirdness with sophistication whilst letting the visuals do the talking alone. Comme des Garcons' marketing often inspires me and my own work because of their ability to do this so well.













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