VERSACE DYLAN TURQUOISE

Versace’s new scent for her is Dylan Turquoise, the fragrance is embodied by Hailey Bieber. The purpose of the promotional video campaign is to make the consumer desire the perfume. This is the first stage of the consumer decision making journey, whereby the consumer will hopefully purchase the scent after watching the campaign (Blanco-Velo, 2020). The campaign conveys the message that the new Versace perfume, along with whoever wears it is effortlessly cool, vibrant and fresh. This is reflected by the beauty of the island, off Sardinia where the video was filmed (Versace, 2020). The crystal clear water, matches the light blue colour of the Dylan Turquoise perfume bottle, and it’s curved shape is inspired by the Greek amphora (Versace,2020) making it beautiful.

The campaign focuses on nature and the simple enjoyments of life. It’s been carefully designed to incorporate Versace’s classic Italian logo, and printed onto beach towels, swimsuits and other garments. Versace often uses celebrity endorsement for its promotions, such as the recent advert with Bella Hadid, seen wearing many gold Versace jewels. Competitors also use celebrities as the face of their fragrances; My Burberry featuring Cara Delevingne and Karlie Kloss, shot in a studio setting (Burberry, 2015). YSL Black Opium featuring Zoë Kravitz, in a city setting (YSL Beauty, 2020), and featured in Gucci Blooms floral garden is Dakota Johnson (Gucci, 2017). The Versace campaign stands out because it’s set within a stunning beach environment, paired with fresh faced Hailey Bieber.

Hailey Bieber for Versace Dylan Turquoise Fragrance Campaign (Source: Versace, 2020).

Hailey matches the brand of Versace, with her natural beauty, and effortlessly cool persona, qualities that Versace wants Dylan Turquoise to symbolise. It’s argued that the more attractive celebrities are, the better endorsement of products (Till &Busler, 2000). An attractive endorser is perceived to have other favourable traits, including being intelligent, respectful and trustworthy, therefore it’s no surprise Versace wanted Hailey Bieber and Bella Hadid to promote (Till &Busler, 2000).

Versace’s advertising campaign is more likely to form a connection with consumers because it’s a moving image, and easier for consumers to engage with (Bug, 2020). The music used in the campaign is relaxed but with an upbeat tempo, releasing positive emotions of happiness and peace that consumers associate with Versace Dylan Turquoise.

Hailey Bieber and Bella Hadid for Versace Dylan Turquoise Fragrance Campaign (Source: Versace, 2020).

The stunning location of the campaign creates a concept of beauty and clear crystal blue waters in the consumers’ mind, which they associate with the perfume, creating a desire that may prompt a purchase (Bugg, 2020). It’s been perceived that fashion videos only shot at eye-level have little effect on the viewer (Bugg, 2020), in Versace’s campaign there is a range of camera angles, including long shots, full shots and close ups (Bugg, 2020). It also shows under the water scenes, transitions of Hailey coming out of the water back onto the beach, where she can be seen wearing a light blue diamante co-ordinate, featuring gold Versace details to match the Dylan Turquoise perfume bottle (Versace, 2020).

The promotional video achieves its objectives, creating awareness for the new Versace Dylan Turquoise perfume, by utilising celebrities, Hailey Bieber and Bella Hadid to embody the qualities of the perfume. The beautiful setting of the film paired with a range of camera angles, transports the viewer to the island as if they were there, creating an emotional connection between the consumer and the brand.

Reference List:

Versace, 2020. Dylan Turquoise pour Femme. [Online]. [Accessed on 19th Ocotber 2020] Available from: https://www.versace.com/gb/en-gb/world-of-versace/stories/advertising-campaigns/dylan-turquoise-women.html

Bug, P. 2020. Fashion and film. Singapore: Springer.

Blanco-Velo, J. 2020. Omni-channel experience & the fashion event. DESN2348 Fashion Promotion and Creative Communication strategy. 09 December 2020, University of Leeds.

Gucci. 2017. Gucci bloom: The Campaign Film. [Online]. [Accessed on 19th October 2020]. Available from:https://www.youtube.com/watch?v=wafe6kDBb6c

Burberry. 2015. Introducing My Burberry Eau de Toilette for Women. [Online]. [Accessed on 19th October 2020]. Available from: https://www.youtube.com/watch?v=Uq0RAHNXY4A

YSL Beauty. 2020. Yves Saint Laurent – Black Opium. [Online]. [Accessed on 19th October 2020]. Available from: https://www.youtube.com/watch?v=A07sRMIvlfc

Till, B.D and Busler, M. 2000. The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of advertising. 29 (3), pp1-13.