Parfums de marly is not just a brand, but the embodiment of aristocratic spirit and exquisite luxury in the world of perfumery. The company’s visual style is closely linked to the aesthetics of the 18th century, when perfumes were an integral part of royal palaces. However, despite the classical heritage, the brand skillfully adapts its advertising campaigns to modern trends, while maintaining a unique style.
How has the visual style of Parfums de Marly changed in advertising? How does the brand combine historical aesthetics with modern marketing? In this article, we will analyze the key stages of the development of the company’s visual image and consider what techniques make the brand’s advertising so recognizable and successful.
Aristocratic heritage in advertising campaigns
From the very beginning, Parfums de Marly has relied on a historical concept. Their fragrances are inspired by the perfumery of the Louis XV era, and the visual presentation of advertising is reminiscent of paintings of that era.
Key features of the brand’s early advertising campaigns:
● Luxurious interiors – shots with elements of Baroque and Rococo, rich decoration, marble columns, gilding.
● Aristocratic aesthetics – models in exquisite outfits reminiscent of 18th century fashion.
● The pastel color palette is soft beige, blue and gold tones that create a sense of elegance.
This presentation allowed the brand to instantly stand out from its competitors, emphasizing its unique connection with the history and traditions of high perfumery.
Modern interpretations of the classics
Over time, Parfums de Marly began to adapt its advertising campaigns to modern realities, without departing from the concept of historical luxury. Now the brand combines classics with minimalism and fashion trends.
What elements have changed in the advertisement?
● Simplifying backgrounds – the focus has shifted from busy historical interiors to cleaner, more uncluttered spaces.
● Models with natural appearance – instead of theatrical images, the emphasis is on natural beauty, which makes advertising closer to a modern audience.
● Black and white photography and contrasting shadows – the new advertising campaigns use more strict and expressive styles.
These changes keep the brand relevant, appealing to both classic fans and the modern generation of perfume connoisseurs.
Playing with light and color in advertising
Light and colour play a key role in conveying the atmosphere of Parfums de Marly fragrances . Each shade in the advertisement carries a certain mood and idea.
How are color schemes used?
● Warm, golden and honey tones emphasize the sensuality and nobility of fragrances such as Herod or Pegasus .
● Deep dark shades – create an effect of mystery and luxury (for example, in the Layton or Carlisle campaigns ).
● Soft diffused light adds airiness to the photo and highlights the texture of the bottles.
It is precisely the competent work with light and color that makes the visual advertising of Parfums de Marly recognizable and aesthetically perfect.
The bottle as the main character of the frame
One of the key features of the brand’s advertising is the special attention to the bottle design. Each perfume is presented as a work of art, and the bottle itself becomes the central element of the visual image.
How is this implemented?
● Macro detailing – showing the texture of the glass, embossed crests and the exquisite lid.
● Playing with reflections – mirrored surfaces create the effect of depth, enhancing the feeling of premium.
● Minimalistic compositions – the focus is on the bottle without unnecessary distracting elements.
This strategy helps to convey the exclusivity of each fragrance, making it the main focus of advertising campaigns.
Focus on video format and digital technologies
With the development of digital marketing, Parfums de Marly actively uses new advertising formats. The brand integrates video, interactive elements and animation, making advertising more lively and emotional.
What has changed in the presentation of content?
● Short atmospheric videos – instead of static shots, the brand shoots dynamic videos with smooth camera movements.
● Slow motion – emphasis on the details of the bottle and the play of light on its surface.
● Interactive advertising campaigns – the use of AR technologies that allow you to “try on” a fragrance in a virtual environment.
These innovations allow the brand to stay on top of digital trends, attracting new audiences through social media and video platforms.
Parfums de Marly has created a unique visual style that combines 18th century aesthetics with modern advertising trends. From opulent historical scenes to minimalist digital campaigns, the brand continues to evolve while remaining true to its concept of aristocratic perfumery.
The main factors behind the success of Parfums de Marly’s visual style are:
● Historical heritage and attention to detail.
● Proper use of light and color in advertising.
● Dynamic development taking into account modern digital trends.
This balance between tradition and innovation allows the brand to attract both connoisseurs of classics and a modern audience, emphasizing the exclusivity and premium nature of each fragrance.
Questions and Answers
The brand relied on historical luxury, using elements of baroque, aristocratic aesthetics and pastel shades.
The brand has adapted the classics to fashion trends: simplified backgrounds, emphasized minimalism, and uses a stricter color scheme.
The brand actively uses video formats, slow-motion shooting and AR technologies, making advertising interactive and dynamic.