From sailors to athletes to princesses, Puig fragrance ads feature an impressive lineup of characters. For years, the firm has poured its creative energy into carefully constructed, fantasy-filled commercials that each tell the story of a specific brand.
Charles DeCaro, co-owner and creative director of the Laspata DeCaro creative marketing agency in New York, said Puig excels at creating unified narratives, which in turn give their products greater credibility with consumers. Prada’s Luna Rossa fragrance campaign, for instance, explicitly refers to the fashion house’s Luna Rossa Challenge sailing team, connecting the perfume to real athletes.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)