Lancome perfume Idleadvertisement analysis
To begin with, the first thing we can observe from the photo advertisement shown above is the linguistic message included in the ad. The word “Lancôme”, depicted at the top of the image, is the name of one of the world’s leading beauty company, located in Paris, France. The location of this beauty brand can also be understood due to the mentioned word “Paris”, which can be seen right under the organization name, on the top of the advert. Moreover, the name of the new Lancôme perfume fragrance “Idôle” is written in large and well prominent letters, right in the middle of the photo advertisement. “Idôle” is a confidence, courage, and steadfastness, which are on the verge of sensuality, daydreaming, and femininity. The tagline “I can, we will” can be seen right under the perfume’s name. Idôle is a perfume for a generation that dreams of the unattainable. This is a fragrance for strong and outspoken women, who will become the leaders of tomorrow.
As per denoted message in this ad, we can see a breathtaking woman, an American actress, singer, and model Zendaya Maree Stoermer Coleman. Sitting on the white horse, Zendaya wears a peach-colored dress which is blowing in the wind. The color of her gown is perfectly matching the luxury aesthetic of the image itself, as well as the golden rose palette of the Idôle bottle, which can be found on the right side of the ad. With her moisturized and dreamy curls, Zendaya’s face and body are turned directly into the camera. While her face expression is graceful and powerful, her gaze conveys confidence, and a willingness to pursue new horizons. Besides, by looking at the beautiful peachy sunset in the background, it seems that she is already in the process of paving a new path to the life of her dreams.
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In addition, by looking at the photo advertisement, we are able to see what the Lancôme beauty company tried to present in a connotate sense. The bottle of perfume has an unusually beautiful design – a rectangular flat bottle made of transparent glass of soft pink color with a metallic gold frame. It looks more like a piece of jewelry than a perfume bottle. The coral color of the dress is connected with the color of the bottle, and the background of the fascinating sunset. Coral is a color of warmth, freshness, energy, and feminism. Connotations of purple include power, royalty, luxury, ambition, and independence. Dazzling and fearless, Zendaya is the perfect embodiment of the Idôle woman and her worldview. The white horse, on which she sits, very often symbolizes heroism, as well as heroes and nobility in the mythology, tales, and stories. As the Idôle ambassadress, Zendaya represents a new generation of women who use their success to inspire others, achieve the impossible and change the world for the better. Just like the heroes do. Thus, this commercial mixes reality with fantasy, where a beautiful woman, riding on a horse, is the metaphor for the legendary journey that every woman has to take toward her dreams.
In the video interview with Zendaya, behind the scene, she shares with the world what Idôle means to her: “I personally think that an idol, and who your idol should be, is yourself, really. An idol is whatever definition that you want to make it for yourself. And I think it’s important to make it for yourself and not allow people to define what it is for you.” She says “I always say ‘my idol is my future self’. I don’t know who she is yet. I haven’t met her yet. But I know she’s there and she’s waiting for me in the future. And she’s about taking those steps in my life to get there and continue to be positive.”
The advert is aimed at the young audience, mostly young adults as well as women in their 20’s. With this advertisement, Lancôme company aims to show the audience the links between its product, Idôle perfume, and what it is like to be a woman who is able to inspire, dream big, and rewrite the future. Through their slogan “I can, we will”, Lancôme is trying to sell the fragrance by persuading people to buy it. The beautiful and very attractive woman, Zendaya, is associated with what most of the young women desire to be like. The advert, on a whole, tries to show and convince women that if they buy this perfume, they will feel and act in exactly the same way as the female in the ad. Thus, it suggests that if you buy this product, you will be successful and will be able to overcome all the barriers that prevent you from paving the way to your dreams, as well as to the future. However, if you do not buy the perfume, then most likely you will not succeed.
In my opinion, Idôle by Lancôme is one of the most beautiful perfume advertisements. Its creativity, as well as the high-quality and elegant design of the fragrance, deliver incredible aesthetic pleasure. This commercial is graceful, powerful, and not forceful, which makes me like it even more. I think the advertisers perfectly conveyed the idea of the perfume and its scent through the color scheme, the staging, and of course the beautiful woman, Zendaya, who is an idol for many young adults today.
According to the manufacturer, Idôle is a perfume for modern women who are gentle, but at the same time independent and are able to pursue their goals. Such positioning is very close to me in spirit. Thus, this advertisement not only well played its part but also managed to convince me to buy this perfume, which even today is one of my favorite female perfumes.
Lancôme Spain (2019). Entrevista a Zendaya, imagen del nuevo perfume IDÔLE | LANCÔME. Available at: . (Accessed: 20 October 2020)