Concept, Copywriting
Purpose. I started out working for fashion agencies in New York City. What fun was that! Caron wanted to create elegant ads for US women. They didn't have a large budget, so we stayed with simple product shots and playful language.
Outcome. This was awareness advertising in women's books. Before the days of tracking and metrics. We like to think the ads worked. But we do know this for sure. There's something charming about a play on words. And Caron loved the ads.
Here's the copy:
How do you make a great cologne better?
You concentrate.
That's just what we did. We concentrated our spray cologne and gave it more fragrance to the ounce. Then, we turned our attention to the bottle. And streamlined it from the bottom to the pssst. And finally, we gave it a very special price. $4 for three ounces of Fleurs de Rocaille. Or Belladagio. Or Nuit de Noel.
Now she can have her Caron straight or with water.
Caron's new bath & body perfume is just what it says it is: a perfume. to be used on the body. Or in the bath. It does something wonderful to a tub of water. And to a woman. It lets her lie back and relax and be languid. It soothes her skin and smooths out the rough spots. And best of all, it's one of the world's two greatest perfumes. Fleurs de Rocailles. Or Belladgio. $6.00 the bottle.
