The Kenzo brand was created in 1988 by Kenzo Takada, a famous Japanese designer. In 1993, he sold the brand to LVMH while retaining the ownership thereof. This large group is the world's leading luxury product group, and it holds a portfolio of high profile brands such as perfumes from Christian Dior, Givenchy, and Loewe and so on.
The main competitors of the brand include brands like Dior, Givenchy Pucci and so on. It is a formidable competitor, and the second group on the market that Gucci has its own brand of perfume. Kenzo has sought to strengthen its position and increase its reputation by creating a fragrance "Flower" by Kenzo in the year 2000.
The creation of this fragrance has enabled the brand to develop its profile and the increase in turnover has evolved impressively. In 2007, Kenzo had chosen to revive its brand image by creating an advertising campaign. The brand wants to remind consumers that it is always there to meet their needs.
How did the brand Kenzo demonstrate its own values through a visual contrast and a specific culture that was put forward?
Initially, we consider the stark contrast that Kenzo has put forward, and then in a second step, we analyze the various symbolic elements of the press announcement.
The announcement comes in a media format to the French. The announcement is cut into two unequal parts. We can say that one part occupies two thirds of the ad and the other the remaining one third.
Tags: history of Kenzo brand, Kenzo Takada, Flower by Kenzo, publicity of Flower by Kenzo
[...] The positions of the three fireflies showcases the eyes (sight), nose (smell) and mouth (taste). These are the first three simple steps that are catchy to a woman "Flower" by Kenzo. We can see, feel and we can have the taste, it is implied perfumes. The scent is very real in the lower and the product is well represented, but at the top of the ad, perfume is much more: it is a spiritual product, unique, almost magical. In conclusion, we can say that Kenzo is out of the ordinary. [...]
[...] The scent is there all the time and it can be used at all times during the life of a woman. The signs of perfection are ubiquitous in this press announcement, reflecting the brand Kenzo. Red is dominant, we must know that in Japan red is the sign of harmony and expansion. We're talking about Japanese culture, as the creator of Kenzo perfume itself as Japanese and the world of fragrance is true to the culture that seems to be all the rage in Europe and the United States. The flag of Japan is red and white. [...]
[...] It has positioned itself as a luxury brand with values. Japanese culture is put forward gently and this in order to reach as many people internationally. Many symbols are present with perfection, the poppy . This gives a nominal value of the brand and fragrance. The contrast between nature and the city allows to combine modernity and healthy environment.The red and black color can attract attention but also to convey the Japanese culture and the origin of perfume. Kenzo has adapted this print ad to reach a target of urban women and keep its position as the luxury brand. [...]
[...] We can say that a part occupies 2/3 of the advertisement and the other third. First, there will be a reading of Z from the public with a close up on the face of a Japanese woman. There is an expressive function from this young woman that seeks to translate the inner dimension of character is what will allow the attachment of readers and thus laid the first glance. Once alerted to the face, the poppy is rather low blurred will attracting attention and then finish the product of three flavors. [...]
[...] This is why it is traditionally used on the exterior walls of Buddhist temples and Shinto shrines. When red is associated with white, red is a symbol of festivity and celebration. The meaning of red universally is optimism, passion, desire. This press announcement transcribed Japanese culture by the symbol of the red color. By buying this perfume, harmony will reign for young women, it's a touch of optimism to have used red and it is also to stay in the world of poppy. [...]
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