HIM:

French for ‘The Night of the Man’ the YSL fragrance won the best male fragrance print media campaign. La Nuit de L’Homme was advertised as a safe scent and ideal for any male on any occasion. Appropriately released during the GFC, the conventional masculine cologne was a secure purchase for men.

So what makes the advertisement so appealing and successful? Perhaps the celebrity that graces every billboard across Europe, Vincent Cassel. Cassel has played some very iconic roles, from mainstream ‘The Brotherhood of Wolf’, to the more hardcore Irreversible and La Haine (Hate) and most recently Mesrine for which he won a 2009 Cesar for best actor.

The actor is a little rough around the edges with a taste of French elegance and is therefore easy to relate to, yet still admired. Advertising challenges preconceptions and as such the use of Cassel challenges our expectations of the typical male model.

“I enjoyed the concept of the perfume. This idea of mixity, multi-culturalism, of contrasts and decadence. It is a beautiful image and I am very proud to be part of it.”—Vincent Cassel

Cassel proves to be a very successful and effective choice.

HER:

Flora, Gucci

The second fragrance is from the house of Giannini in Florence, who work as the creative directors of Gucci. The scent is aimed at younger customers with a print campaign to inspire and encourage. The freedom of florals and nature radiates calmness and serenity.

The name actually comes from Gucci’s iconic floral print ‘Flora’ which was first revealed and designed for the Royal Princess, Grace (Kelly) back in 1966. The campaign definitely does the print justice.

China White

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