Oscar Prize Giving Ceremony: The Most Important Publicity Opportunity For Luxury Brands

The Oscar presentation ceremony is the most famous celebrity event and the most important publicity opportunity for luxury brands.

Carol Brody, Harry Winston (Harry Winston) jewellery company, told reporters if a celebrity was there.

On the red carpet, you are photographed wearing your product, so the sales volume will increase every month, and it will last for several years.

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In the US, the advertising budget is only $about one million a year, "he said." but if you ask Americans who Harry Winston is, they will say, "Oh, that is the jeweler who sponsors stars."

Dressing up stars is the most effective way to attract attention. "

Umma Thurman let

(Prada) become famous, Charlize Selobo Wang Weiwei (Vera Wang) has gained fame, and Haley Berry has created Eli Saba (Elie Saab).

Sometimes the star brokerage company even signs an agreement with the brand. The brand shows its request: the brooch must be above the waist; the earrings should be clearly visible, so the hair should be bundled up; the star must speak the name of the brand 2-4 times on the national TV channel; if the star is asked about the dress, he must clearly and definitely say the brand name.

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If Chanel, Baddou and Hermes brand want to launch a new perfume, first of all, summarize a summary to illustrate what kind of perfume they hope to design, and then invite each fragrance and fragrance company to bid.

Compared to the golden age of perfume, this is no longer the case. It is no longer the designer and designer who lunches together to think about the new perfume. Today's "summary" includes the contents of the sales director based on polling, data survey and sales index, usually just taking a fancy to the point of view and the market situation.

Take the "real me" perfume released by Dior in late 1990s, for example, it wrote to Kuster's Compendium: "this perfume should be as sexy as high heels and as comfortable as Tods shoes". "Tods"

In fact, the essentials of famous perfume are all the same.

"Basically, it's what we want to present to women."

A perfume director said to "New York guest".

If it's a luxury brand in France, the outline will say, "also, it should be a great and uncompromising artwork". If it's an outline of the American perfume, it will say, "also, it should sell 4 million dollars in the first two months of Europe two years ago, but also like Givenchy in China."

If the spices and fragrances are interested, they will take the list and let their perfumery work.

On average, every big company does 10 to 15 projects at the same time.

Three weeks later, the perfume lab handed over the "test samples" to the famous perfume directors.

If the supervisor chooses one of the samples, it will set 2 to 3 tons of perfume at the beginning. If it sells well, it will be added.