Запах духов нематериален. Запах нельзя увидеть, как переливающееся украшение или стильные часы. Поэтому в тексте рекламы духов особое внимание уделяется эмоциональной составляющей.
Главная задача текста рекламы парфюма: создать у покупателя тот образ, который он хочет в себе видеть. Т.к. основная часть покупателей – женщины, нужно с помощью духов убедить её в сексуальной привлекательности и уверенности в себе. Именно духи должны дать женщине ту самую смелость, которой ей иногда недостаёт в реальной жизни.
Эмоции, которые должны быть вызваны в тексте рекламы парфюма: сексуальность, неотразимость, страсть, желание, власть, стабильность, уверенность, загадочность, контроль, слава, известность, непоколебимость. Текст должен цеплять с первых минут, создать в голове запоминающийся образ, который будет воспроизведён покупательницей в магазине духов.
О текстах рекламы мужского одеколона будет чуть ниже.
Пример текста рекламы духов «Живанши» для ролика
(хронометраж 30 секунд)
Твой внешний вид – это твой залог успеха. Попробуй новый аромат от Givenchy, и твой успех вырастет вдвое, а то и втрое. Givenchy – теперь во всех магазинах страны.
Комментарий: какая женщина не захочет улучшить количество своих воздыхателей в 2 или 3 раза? Несмотря на то, что сама идея рекламы этого парфюма лежит на поверхности, отдача от неё хорошая. Ибо сама идея – получить максимум мужского внимания – вечная. Работала 2000 лет назад, работает сейчас, и будет работать в будущем, на борту межгалактических звездолётов.
Образец готового текста рекламы для парфюмерного магазина для аудиорекламы в торговых центрах
(хронометраж 36 секунд)
Уважаемые гости. Компания «ЭЛИТПАРФЮМ» предлагаем вам элитную парфюмерию в большом ассортименте. Это качественная продукция известных брендов, где каждый может найти свой аромат и сделать подарок любимым. Для женщин – нежные, сладкие и чувственные ароматы, для мужчин – стойкие и неповторимые запахи. Также «ЭЛИТПАРФЮМ» представляет коллекцию эксклюзивных, традиционных арабских ароматов и масел. На любой аромат – скидка 10% и множество разнообразных подарков. Ждём вас в зале 3Д на 1-м этаже.
Комментарий: здесь уже не стоит объяснять, зачем нужны духи, внимание посетителей слишком рассеянно. Просто обращают внимание, что выбор большой, и каждый найдёт себе аромат под настроение. Простота тоже работает.
Пример текста рекламы парфюма «Дзинтарс»
(хронометраж 30 секунд)
(звуки рок-н-ролла) Вы помните аромат советских модников и модниц? Вы помните парфюм той эпохи? Конечно помните!!! Dzintars возвращается! Теперь в «Экибастузе» мужская и женская парфюмерия Dzintars! Одеколоны, туалетная вода, духи и многое другое! Вас ждут лучшие ароматы Dzintars! Мы ждём вас по адресу:… Dzintars! Не нужно слов, когда хочется чего-то особенного!
Комментарий: здесь сделана ставка на людей старшего возраста и их склонность к ностальгии. Сужение целевой аудитории работает хорошо. Из-за старения населения, % людей советской закалки довольно высок.
Примеры текстов рекламы мужского одеколона
Во многом реклама мужских одеколонов похожа на рекламу часов. Основная часть уделяется власти над собой и другими, смелости выйти за рамки, экспериментировать. Разберём подробно пародийные ролики, в них особенно хорошо видно рекламные посылы производителей парфюмерии.
Текст рекламы парфюма «Алексей» – пародия на рекламу духов
(хронометраж видео 50 секунд)
(Алексей, длинноволосый парень в трусах с ошейником на шее сидит на стогу сена с курицей в руках)
– Иногда время будто останавливается. И тогда я понимаю, что живу по чужим правилам.
(Алексей обливается молоком, отжимается в трусах на трассе)
– Но когда она останавливается, я пишу свои!
(Алексей гребёт на лодке, используя косы вместо весел, разбивает кувалдой арбуз, пилит ножовкой кабачок в гараже, некоторые сценки повторяются по нескольку раз. Потом Алексей идёт на оператора, растворяется в кадре и появляется упаковка одеколона «Алексей» с экстрактом куриных слёз).
– Алексей. Твоя жизнь, твои правила.
Комментарий: Там, где Алексей сидит сверху на стогу сена – символизирует ту власть и уверенность, которую не хватает мужчинам в жизни. Курица в руках – это символ того, что мужчина облечён властью (в оригинальных роликах мужчина чаще всего в обнимку с девушкой). Потом человек понимает, что он далеко не всё контролирует в своей жизни и нужно получить больше контроля. И у мужчины наступает внезапное прозрение, он резко меняет свою жизнь. В реальной жизни мужчина не может или боится сделать всё то, что он действительно хочет, поэтому реклама бьёт в самую точку. «Алексей. Твоя жизнь, твои правила.» – это действительно очень удачный слоган, т.к. к власти стремится каждый второй. А кто не стремится, тот нонконформист.
Сценарий рекламы одеколона «Алексей» – пародия на рекламу парфюма
(хронометраж 50 секунд)
(Алексей, длинноволосый парень с ошейником на шее играет на трубе, стоя в мусорном контейнере)
– И вот опять.
(Алексей пьёт через трубочку не то одеколон, не то дорогой алкоголь в маленькой бутылочке)
– Опять пламя шепчет: «Пора уходить»!
(Алексей сидит на горящем диване)
– Струны стонут: «Нельзя оставаться!»
(Полуголый Алексей с гитарой в руке в заснеженном лесу)
– Но я знаю, время ещё не пришло.
(Алексей в лесу возле снеговика, потом он накачивает презерватив насосом через тромбон)
– Поэтому я остаюсь!
(Алексей обливает снеговика бензином, потом накачивает презерватив через тромбон, потом моет заснеженное дерево мочалкой с мылом, потом кидает спичку в облитого бензином снеговика. Потом жарит лимоны на решётке гриль на горящей гитаре. Потом празднует победу на горящем диване среди бескрайнего заснеженного поля. После догорающего снеговика в кадре появляется упаковка одеколона «Алексей» с экстрактом куриных слёз)
– Алексей. Твоя жизнь, твои правила.
Комментарий: Если в первом ролике ставка делалась на власть и уверенность, которую не хватает мужчинам в жизни, в этом ролике ставка делается на нонконформизм. Ставка на тех, кто не хочет власти над другими, но и не позволяет другим быть выше себя. Часто в реальной жизни такие люди всё же боятся открыто идти против общественного мнения. Эта реклама даёт многим нонконформистам ту уверенность, которой им так не хватает в жизни. Поэтому интерес к одеколону обеспечен.
В целом, пародийная реклама – тоже реклама. Она особенно хорошо цепляет тех, кто плохо относится к навязчивой рекламе. Её конёк – в нативности. Люди сами будут делиться ею и репостить.
Примеры ярких слоганов для рекламы духов
- Мечта во флаконе.
- Чувства во флаконе.
- Сначала вдохнуть, а потом увидеть.
- Аромат – это незабываемое мгновение счастья.
- Любовь начинается с парфюма.
- Духи – невидимый модный аксессуар.
Афоризмы про духи, которые можно использовать в тексте рекламы парфюма:
- Духи – это одежда, которую не снимают.
- Пройдёт время, и вы забудете, что было надето на женщине. Но запах её духов останется с вами до конца жизни. Кристина Диор.
- Духи – это соблазн, легко и незаметно покоряющий наше подсознание.
- Духи – память, которая не подводит. Пьер Карден.
- Духи хранят во флаконе экстаз, любовную грусть, волнение ожидания, сожаление утраты…
- Висячий мостик мечты. Кензо.
- Духи – самая короткая дорога между женщиной и всем остальным миром.
- Духи – внутреннее измерение женского начала.
- Духи – это автограф личности.
- Духи, как и любовь, неуловимы.
- Только духи придадут законченность даже самому изысканному наряду.
- Аромат – это миг счастья, к которому мы всегда возвращаемся и стремимся всю жизнь.
- Нет людей, не любящих духи. Есть люди, не нашедшие свой запах.
- Духи – это аура грёз и мечтаний, сила, не поддающаяся определению.
- Если мужчина влюбился в женщину, выбор её духов удачен.
Если хотите заказать интересный текст для рекламы парфюмерного салона — обращайтесь!
С уважением, редактор Дмитрий Задорожный
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