In France, Dior is online with a website to complete the communication action around its fragrance Miss Dior Cherie.
Since the key (and most expensive) part of the campaign is the TV spot directed by Sofia Coppola, the site is built around so, at first sight, you might think “yes, nice but it’s nothing new”. I tend to agree, the book interface has been done already hundreds of times, but I still think the Miss Dior Cherie site is still a good work to point out. And I’m not saying this because of the nice visuals or the beautiful music that welcomes visitors.
Karl Lagerfeld is back with a new fragrance and a new website. I think I already told how I feel fascinated by personality of the German fashion designer, so I can’t help spending a few admired words for the Kapsule by Karl website (be aware I’m not totally objective).
When you first hit the site you are immediately welcomed by a kind of psychedelic music and a series of inspiring quotes (The best things I’ve ever done in my life come from my dreams / I don’t celebrate the past, I like the present and tomorrow) that appear in the background, leaving the main scene to the perfumes. If you browse around you’ll discover some interesting content like, for example, the backstage of the catwalk organized to present the fragrance.
Giorgio did it again. Armani just launched a new fragrance for men, and to keep the pace with the times as also launched a website to support it.
With a dark, mysterious and sexy atmosphere as usual the site does a decent job to present the product (the visuals remind me a bit of Batman). Music plays a key role to keep the visit pleasant. The same goes for Josh Harnett, the protagonist of the TV spot.
It looks like there is a new chapter to discover in the passionate neverending story of Axe in Japan. On the website I couldn’t find much interactivity, but the video experience is definitely new and quite catchy. The Axe “collection” is presented to a guy walking on the street, depending on the fragrance you decide to spray on him, you will meet different kind of girls attracted by that specific essence.
I like the chaotic editing, but the whole site is terribly heavy (takes some time to load and demands too much work from the CPU) and this doesn’t help the browsing/brand experience.
It looks like online marketing is becoming important for fragrances as well. A few months we talked about Calvin Klein, a few days ago we mentioned the mysterious Diesel campaign that apparently is going to introduce on the market a new perfume, now it’s time to discover Daisy, the new fragrance (and website) launched by Marc Jacobs. The first impression isn’t positive, as you have to register to “enter the garden” and discover the site. But I’m curious, so I fill in some data and get in… I become a daisy in a garden full of daisies with name and surname and my goal is to grow and become beautiful. To grow, means to play a series of advergames that are actually pretty engaging and extremely original: a positive surprise. My experience in the garden continues with the discovery of the product. It’s a pity someone still hasn’t invented how to distribute fragrances through the Web, but despite this essential lack, using some imagination I can get a good idea of how Daisy is. The rest of the site isn’t as original and creative but the overall experience is absolutely pleasant and positive. Congrats to WDDG for the good work, that I cannot evaluate as excellent since they completely forgot about the sound design.
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