Modern fragrance marketing: Hollywood glamour is out, intimacy is in

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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.

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