Webpackaging logo

Only for the eagle-eyed - Perfumes in films

  • Politech
  • Elias Bittan
North America, Europe, Beauty, Personal Care, Eating, Drinking, Home Care, Consumer Durables, Primary Packaging, Plastic

Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?

How can we achieve a positive connotation?

Some brands are strongly associated with particular films or their characters. The Aston Martin in the James Bondfilms is a great example, as are the Ray-Ban Aviator sunglasses worn by Tom Cruise in Top Gun.

Product placement or accident?

Many people do not notice when different brands are being promoted while they watch a film. There are two reasons for this: either the product is well implemented in the image and context, or the viewer is not aware of the product placement technique and thinks that certain brands are shown on the screen by accident. However, there is only a very slight chance of an accident, as film producers include products by those brands that finance the project, or avoid accidental product placement like the plague.

Everyone began talking about product placement in 1967 with the release of The Graduate, where Alfa Romeo was heavily promoted and the protagonist, played by Dustin Hoffman, drove an Alfa Romeo car. However, the real product placement boom happened later, in the 1990s, when the biggest companies began to understand the power of this medium.

Perfumes in films

The history of film is full of more or less accidental “roles” played by perfumes. Even earlier, in 1951, in An American in Paris, we can observe several famous perfume bottles. In one of the scenes, set in a perfume shop in Paris, we can see Sirocco by Lucien Lelon and a very large bottle of Shocking by Elsa Schiaparelli.

In the second half of the 20th century, perfumes often began to appear in films, not just as an element of the image but also as the main topic of the dialogue taking place between the main characters. In On Her Majesty’s Secret Service from 1969, George Lazenby in his role of 007 recognises the perfume worn by the character played by Diana Rigg as L’Hevre Blue. A similar idea was used 22 years later in the iconic Silence of the Lambs, when Hannibal Lecter says: “You use Evian skin cream, and sometimes you wear L’Air du Temps… but not today.” In this way the character, played by Anthony Hopkins refers to L’Air du Temps by Nina Ricci.

For more recent film productions, perfumes appear at the beginning of Legally Blonde, where eagle-eyed viewers can see a bottle of Clinique Happy on the main character’s desk.

In a different comedy, Les Visiteurs, Jean Reno spills a huge bottle of Chanel No. 5 on himself.

Clear product placement was also used in Casino Royale – the first James Bond film to star Daniel Craig. In one of the scenes, this character from Ian Fleming’s book empties out the bag that belongs to Vesper Lynd (played by Eva Green). One of the items he finds is a bottle of Acqua di Colonia Melograno, by Santa Maria Novella.

Should the perfume industry start investing in product placement?

One of the brands that uses product placement very often in their marketing strategy is Guerlain. This world-famous brand began to promote its products at the beginning of the second half of the 20th century. They have achieved great success by investing in this marketing technique. However, it is important to remember that product placement is a double-edged sword. When a company agrees to show its logo or characteristic product in a film, this image is repeated for many years. An unfortunate choice of presentation or film topic, whose reception may change in a couple of years, may undermine even the strongest brand. However, since companies like Apple, Audi, Coca-Cola or even Guerlain use product placement, perhaps your perfume brand should also give it a try?

See also

Our own tool shop – a huge advantage in the industry!

Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?

Does Slow Life affect the cosmetics market?

Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.

Bespoke production is beneficial for the customer

Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.

Instant Beauty - What is it all about and how can you use it?

Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.

How France became the perfume capital of the World

Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?

  • Topic Entry
  • English
  • Modified 14 Jun 2018
  • Hits 1524