This article is part of our Vogue Business Membership package. To enjoy unlimited access to Member-only reporting and insights, our NFT Tracker and TikTok Trend Tracker, weekly Technology and Sustainability Edits and exclusive event invitations, sign up for Membership here.
For years, glamorous fragrance ads would run during television breaks and across billboards and print magazines. These ads would often feature Hollywood stars such as Keira Knightley or Nicole Kidman; be directed by award-winning filmmakers like Martin Scorsese or Baz Luhrmann; and cost millions of dollars to produce. This was widely considered the most effective way to sell a product whose main feature — smelling nice — is intangible to viewers. But, times are changing, and modern brands are rethinking the marketing playbook to appeal to younger audiences.