COMPARISON OF HERMES PERFUME FROM ANY YEARS
In the current competitive business environment, advertisement has become a necessity for any business to survive. These advertisement strategies have to be effective and resonate well with the end user. In light of these, this paper first takes an in-depth look at one of the most successful ad campaigns of Hermes international S.A., the company that is the manufacturer of Hermes Perfume.
It however begins by giving a brief overview of the background of the firm since its founding. A listing of several fragrances for both men and women that have been manufactured by the company since 1951 can also be seen. In connection to this, it then makes a comparison between various Hermes perfumes over the years. Some of the aspects that shall be taken into consideration in this comparison are:
- Year of Creation
- Brand Uniqueness: Scent and Ingredients
- Brand Performance on the market
At the end, the paper draws conclusions and gives recommendations on how the firm could better design and execute its advertisements so that this has the intended effect on the target audience. Images and supporting facts and figures have been used to substantiate the content of this paper. Reliable sources have been used to substantiate the content of this paper. Images have also been used to give a visual impression of the content.
Background
Hermes Perfume is one of the products manufactured by Hermes International S.A., a French manufacturer founded in 1937 and has its headquarters in Paris, France. Since, the 1950s, its logo has always remained a horse with a Duc carriage. Some of the other products manufactured by the same company are lifestyle accessories, ready-to-wear, leather as well as luxurious goods. Some of its popular products are the Kelly Bag and the Birkin handbag.
The company is composed of various individual as well as company holdings. In 2010, the founding family had a holding worth 62.79% in the company. According to the Wall Street Journal, another company, LVMH which deals exclusively with luxurious goods has a 20.21% stake in the company although there have been a number of speculations that LVMH intends to take over the company (Wsj, 2013).
The company has had tough and challenging times since its founding but it has always managed to stay afloat. This has been attributed to its usage of exclusively natural substances for the manufacturing of its products, a stark contrast to other companies that have been using synthetic materials. Another contributory factor to its survival has been the diversification of its products. The company initially concentrated on entirely on leather and silk goods but had to expand to ostrich-skin jeans as well as motorcycle jackets to tap into new markets. Since then, the products is manufactured in France with a lot on emphasis on its quality.
Various Brands over the last few years
Ever since its creation, the company has released several masculine as well feminine brands of its perfume onto the market: a brief overview of these brands and their respective years are as follows:
Fragrances for Men:
| Year | Fragrance |
| 1986 | Bel Ami |
| 1970 | Equipage |
| 1998 | Rocabar |
| 2006 | Terre D’Hermes |
Fragrances For Women:
| Year | Fragrance |
| 1961 | Caleche |
| 1974 | Amazone |
| 1984 | Parfum d’Hermes |
| 1995 | 24, Faubourg |
| 1999 | Hiris |
| 2000 | Rouge Hermes |
| 2007 | Kelly Caleche |
Perfumes for Both Men and Women
| Year | Fragrance |
| 1951 | Eau d’Hermes |
| 1999 | Eau d’Orange |
| 2003 | Un Jardin en Mediterranee |
| 2005 | Un Jardin sur le Nil |
| 2008 | Un Jardin après la Mousson |
| 2009 | Eau de Gentiane Blanche |
| 2009 | Eau de Pamplemousse Rose |
From 1951 to date, this perfume house has at least 57 perfumes to its name. The next section draws comparisons between three of these brands:
Comparison of three Perfumes
The three perfumes that shall be compared in this section are:
- Hermes Un Sur Le Nil Perfume
- Hermes Jour d’Hermes
- Hermes 24 Faubourg Perfume
Hermes Un Sur Le Nil Perfume
The creator of this perfume is Jean Claude Ellena and is the second in the Un Jardin – A Garden Series. In English, this name translates to “A Garden of The Nile”According to Hubpages (Hubpages, 2010, p.1) this is arguably the most popular of all Hermes fragrances. This unisex brand was released in 2005. Its scent is warm fruity and some of the ingredients used in its manufacture are: Incense, Sycamore, Green Mango and Calamus.
It is likeable by both men and women since it is neither too strong nor too sweet. It is mostly suited for warm weather. Because of its success and widespread acceptance, it is necessity to those serious about fashion.
Hermes Jour d’Hermes
This fragrance was released in 2012 and is meant for women. Its creator, just like the previous perfume is Jean Claude Ellena. The perfume’s name is simple and quite descriptive. It can be translated into English as ‘Gift of Time’. It has a tart grapefruit element that makes it have a floral scent. A discerning nose would also notice a fruity component in the mix, mainly the mango and the sweat pear fruits. It is also quite a popular brand among women.
Hermes 24 Faubourg Perfume
This perfume was created in 1995 and is intended for the female customers. Its creator was Maurice Roucel. The perfume has an aroma that is flowery and light. This effect is quite long lasting and can be felt days after. Additionally, it is regarded as one of the most expensive perfumes and costs about $1500 an ounce, making it the fourth most expensive perfume in the world (Therichest.com, 2013)
Ad Campaign
In order for any business to remain expand, it has to market and advertise its products to its current as well as potential customers. Hermes international S.A, as well, is never left behind in this campaign. Over the years, the company has undertaken various strong Ad campaigns both locally as well as internationally. These have been done both in the mainstream media such as television, radio and newspapers as well as on the social media front through various platforms such as Facebook and twitter. The company has even bagged various awards for the professional and successful execution of these campaigns.
The next section looks at one of the most successful campaign strategies, which have ever been employed by the company – The Hermes Spring/Summer 13 campaign. This was an ad campaign fronted by the company in the fall of 2013.
The Advertiser and Market Share
The advertiser in this Campaign is the manufacturer of the Hermes perfume, Hermes International S.A. The company, however, employs the services of internationally acknowledged models in its campaign. The Norwegian model, Iselin Steiro has been starred in the campaign (Chick, 2013). Nathaniel Goldberg photographed her. In this ad, Iselin is seen having worn the Aux Sports D’hiver. Below are some of the images used for the Ad.
In the first image, we see Iselin carrying the Berline Bag while walking through ice during winter. The ease and elegance of how she moves despite carrying the bag is meant to portray the efficacy and convenience of the bag. In the second image, we see her having fun adorned in sport-inspired, tailored attire while ice-skating.
Products on Offer
In this ad, the product that is being advertised is the Mini Berline bag as well as Hermes Scarves, which is one of the brand new products of the company. The orange Berline Bag stands out as she walks through the thick snow moving from flag to flag. The flags are amazingly also made from scarves.
The bag comes in many different colours. Its strap is adjustable and can be removed, therefore making it easy to carry both during the day and at night as well. The white blouse and the black trousers that come along with it is a reflection of sporting life. The bag sells at €4,700, which translates, to about 4,000 pounds. This might seem a bit too high at first, but should not be a problem for the ardent fashion lover with a keen eye for quality as well as glamour.
Theme of the Campaign
The Ad runs under the theme, ‘sporting life’ (BragmyBag, 2013). The Norwegian star model Iselin Steiro is featured and the photograph has been taken in a cold environment in the snowy mountains. She is carrying the bag while hiking through snow that is 10cm thick.
Ohlala Magazine (Ohlalamag, 2013) recaps the words of the firm and says, “this new summer campaign is all about a sporting life.”
When was the Ad Campaign?
The release of the Ad was slated for the Fall/Winter time of 2013. This is understandable as the company aimed at marketing its winter-wear. The campaign continues to run to date.
Where Does The Ad Appear?
The firm has used various avenues to ensure that its adverts reach the maximum audience. It has utilized both the mainstream media and the online platform. On the internet, this Ad appears on various fronts. One can see it on the internet on various websites, but also on its official website, www.hermes.com. Additionally, the advert can be found as a movie clip on youtube (Youtube, 2013).The company has also been running the ad on the popular social media platform, Facebook.
The company has also been running mobile ads. This has been done on various mobile-optimised websites. This is effective, as it has been noticed that many people nowadays access websites via their mobile devices.
Was the Campaign Strategy Successful?
In my opinion, this campaign strategy was immensely successful in many ways. In fact, Ohlala Magazine (Ohlalamag, 2013, p.1) Hermes puts it correctly by saying that “every Hermes campaign is like waking up from the most refreshing and delightful dream. This summer 2013 is no exception“.
The images displayed are simply visually compelling and extremely appealing to all and sundry. The scarves, clothing and bag seem to match well and are a perfect fit for the model who wears them. The beauty has been emphasized by the usage of bright colors, which seem to emit warmth and comfort.
Additionally, there have been positive reviews and remarks both from the public as well as from pundits in the fashion industry. Experts like Rebecca Robins (Shea 2013) have attested to the successful strategies employed by the firm to conduct its advertisements.
Impact of these Campaigns
The success of the campaign can also be appraised by the positive impact of these campaigns both on its net gains as well as on its public image as a result of its unique ad packaging.
First, the company saw a dramatic rise in its second-quarter sales, registering a growth rise of 16 percent. The highest growths were noted to originate from The United States of America and Asia. In fact, this growth was recorded in its sale of home furnishings. Apparently, the campaign to advertise its clothing had a spiral effect of boosting the sale of its other products.
Pundits assert that the key to the company’s successful advertisement strategies is its unique ability to mix innovation with heritage, subsequently winning over new customers and maintaining the current existing ones. Rebecca Robins, one of the company’s director who is based in London asserts that Hermes is one of those brands that create value across different generations and become a crucial component of our culture and heritage.(Shea, 2013). The company has additionally received various awards from The Fragrance Foundation, initially called “FiFi” for its compelling advertisement strategies. The The Hermes Spring/Summer 13 campaign has received widespread acceptance, a sign of its success.
Partnerships
For many years now, the company has had a fruitful partnership with the Tuareg people from North Africa. As a matter of fact, designs displaying the nomads of the Sahara have often appeared in many of Hermes products. Additionally, for the success of its products, the company has employed the services of various designers and perfumers. Some of the notable names are: Maurice Roucel, Jean-Claude Ellena, Bernard Bourjois, Jean Guichard, Francois Caron and Akiko Kamei.
Conclusions and Recommendations
In order to remain successful in the market, it is important for any business to focus on its objectives. Campaigns should not be over-hyped, only for the customer to be disappointed by the final product once they buy them. Rebecca Robins goes further and states that those brands that shall continue asserting their dominance in the industry are those that deliver the services that they promise beyond the customer’s expectations (Shea, 2013. P.1).
In light of this, Hermes should not only continue providing quality service but also boost its creativity and innovation. This requires the employment of skilled and talented individuals as well as the embracement of technology in the delivery of its services. It should boost its campaigns through advertisement on the social media, through platforms such as Facebook and twitter. The adventisement and widespread usage of mobile apps on various platforms such as Android and iOS, as well is important. Users are ever ready and willing to download and use mobile applications that would enable them easily access the products and services of the firm.
References
Bragmybag. 2013. Hermes Fall Winter 2013 Ad Campaign: The Mini Berlin Bag. Retrieved
from: http://www.bragmybag.com/hermes-fall-winter-2013-ad-campaign-the-mini-berline-bag/
Chick, M. 2013. Hermes Fall 2013 Ad Campaign Featuring Berline Bag. Retrieved from:
http://www.spottedfashion.com/2013/08/08/hermes-fall-2013-ad-campaign-featuring-berline-bag/
Hubpages. 2010. Hermes Un Jardin Sur Le Nil. Retrieved from:
http://effalicious.hubpages.com/hub/Hermes-Un-Jardin-Sur-Le-Nil-Perfume
Ohlala Magazine .2013. So Chic / Hermes Spring Summer 2013 Campaign. Retrieved from:
http://www.ohlalamag.com/en/2013/01/so-chic-herm%C3%A8s-summer-2013-campaign.html
Shea, E. 2013. Hermes sales up 16pc, drive by home furnishings, spring/ summer campaign.
Retrieved from: http://www.luxurydaily.com/hermes%E2%80%99-sales-in-asia-america-boost-revenue-16pc/
Therichest. 2013. The Top Ten Most Expensive Perfumes in the World. Retrieved from:
http://effalicious.hubpages.com/hub/Hermes-Un-Jardin-Sur-Le-Nil-Perfume
Wall Street Journal.2013. LVMH Drops Appeal on Market Watchdog’s Fine Over Hermes
Stake. Retrieved from: http://online.wsj.com/article/BT-CO-20130903-707348.html
Youtube. 2013. The French Fashion House Hermes Has Introduced the 2013 Spring Campaign. Retrieved from: http://www.youtube.com/watch?v=W0K_J_P56qg
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