Prada dreams up imaginary flora to define target consumer traits

23/04/2014
Italian fashion label Prada is expanding its Candy fragrance range with the introduction of Prada Candy Florale.
Prada Candy’s third scent welcomes back Prada Candy L’Eau ambassador and French actress Léa Seydoux, who reprises her role as Candy in the fragrance’s social video. Maintaining consistency among ambassadors for a particular fragrance elevates the starting point of each successive effort.
“The simple video generates interest by leveraging the Prada brand to enhance a new product line and design system,” said Duncan Hall, strategy analyst at Siegel+Gale, New York. “The simplicity suggests a certain elegance and unspoken understanding of Prada.
“Prada doesn’t need to explain who or what they are, or produce elaborate commercials to grab people’s attention,” he said. “Instead, they focus on simple, yet creative and fun design elements of a new product line, which helps boost consumer interest.

“The popularity of Léa Seydoux and her reputation for being the new indie It girl, enables Prada to extend its brand presence beyond their traditional target audience. Ideally for Prada, this will translate into a larger consumer base and increased sales.”
Mr. Hall is not affiliated with Prada, but agreed to comment as an industry expert.
Prada did not respond by press deadline.
In a move similar to Chanel’s allowance of third-party publications to air its latest Coco Mademoiselle video, Prada allowed Style.com’s Beauty Counter Blog exclusive access to the film before the label shared it on its own social media accounts (see story).
Style.com published a briefing about the latest Prada fragrance on April 17, a day after the brand posted a still image of the campaign to its social accounts. Prada waited until April 18 to debut the campaign video.
The still campaign image shows Ms. Seydoux’s silhouette against a pale pink background. In her hand she holds a single flower that resembles a poppy, but according to the brand, is an imaginary blossom that does not exist in nature.
Prada Candy Florale’s campaign video was shot by photographer Steven Meisel and with music from composer Pierre Henry’s Psyche Rock off the record, “Messe pour le temps présent.”
The 20-second film shows a nude Ms. Seydoux in what appears to be zero gravity. As she floats in the pale pink atmosphere she kicks her feet as if swimming, laughs and smiles as Prada Candy Florale blooms pass by. In one instance, she pretends to spray Prada Candy Florale on her neck but text appears instead of fragrant mist that spells Florale.
On Prada’s Web site, consumers can view additional campaign material such as behind-the-scenes images of Ms. Seydoux during production of the film as well as watch an interview with the actress. During the interview, Ms. Seydoux says that the fragrance’s film “brings to mind ‘joie de vivre,’ femininity and spring” and that the Candy character is more liberated, light-hearted and feminine but more daring than in past campaigns.
The scent is based on an imaginary flower that smells like candy and developed specially for Candy. Prada Candy Florale represents the sparkle, spring-like grace and sensuality the character embodies.
Developed by perfumer Daniela Andrier, Prada Candy Florale features top notes of limoncello, middle notes of peony and base notes of caramel, honey, benzoin and musk.
Extended family
Popular fragrances often inspire diffusion scents that explore untapped codes of a brand or approach the original scent from a different angle.
For example, French atelier Christian Dior promoted its Hypnotic Poison Eau de Parfum with a darker campaign than what consumers familiar with the brand’s feminine codes might have expected.
Positioned with the fabled forbidden fruit, Hypnotic Poison Eau de Parfum’s campaign worked to show Dior’s femininity in a more sultry light. Dior likely saw an increase interest in this fragrance due to its Valentine’s Day week launch as female consumers shop to impress (see story).
Product range expansion can be viewed as a measure of success.
“There are many advantages for expanding an existing product range,” Mr. Hall said.
“An extension on the Prada Candy brand, for example, can enhance the Prada Candy brand in the eyes of the consumer, it can attract new customers, it can allow for Prada Candy to create more extensions under the Prada Candy name, and it can reduce marketing costs by capitalizing on the already established Prada Candy brand,” he said.

By: cluxurydaily.com

LEGGI GLI ALTRI BLOG

• < Prec
• Succ >