promoting “pretty”…

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07/06/2011 by Sarah Ritchie

Elizabeth Arden Pretty perfume poster

When you title a product “Pretty“, there subsequently falls a massive obligation to ensure all marketing collateral you produce oozes “pretty”. Elizabeth Arden took on this task and has produced a promotional campaign that is visually delightful – a modern rendering of a romantic yesteryear – catering well to a woman’s desire to feel pretty and to look pretty (no matter her age).

You can read on the Elizabeth Arden Pretty website [here] the inspiration behind the Pretty campaign:

The feel of beautiful skin
The look of smoky eyes
The impact of soft shiny lips
The finishing touch…your scent, Pretty

…we wanted to capture an image that defines “pretty” in a single image – from the model and mirror to the wardrobe, furniture, props and of course that amazing wallpaper.
(Mark Dixon, Vice President Creative Director Elizabeth Arden)

It is interesting to see how a company chooses to visually convey a concept (such as “pretty”) to their audience. Do you agree with the cues that Elizabeth Arden has used?

  • pretty girl (good start!)
  • tulle dress (remember your ballerina dreams, anyone?)
  • vintage colour palette (dusky pinks, mauves, creams and a tinge of dusky green)
  • antique furniture (soft colour and style)
  • antique hand mirror
  • old, wooden floor
  • simple, but stylish perfume bottle

The company which owns the Elizabeth Arden brand, and Pretty, also owns Peace, Love & Juicy. We have previously explored this other gorgeous marketing campaign in the cues of beauty… . I wonder if they have the same design team working on both brands?!


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