“It is quite likely that one of the best examples to understand how things are sold and how too vague terms are used is in the perfumery industry. Anyone who has ever had a perfume presentation text will know what is being talked about: the perfume in question is presented with a lot of literature and with a lot of vague and often poetic terms.”
When you finish reading the presentation, it is not really clear what you have just told us. And that has been the case for years, but it can almost be seen as a sort of element more characteristic of its market. At the end of the day, a perfume is a type of product on which you can not tell many things about its usefulness and that what makes it sell is, precisely, the least objective part of its nature as a product.
But what happens when these types of descriptions cross the border of these types of industries and reach areas where things did not exactly do that? What happens when product descriptions and presentations begin to sound that way in all kinds of industries? There is no more to think, to understand this point, what has happened in recent years with the letters of the restaurants, which are increasingly filled with more diffuse terms on many occasions and in some cases begins to be a It is so complicated to understand what is being asked.
Things are no longer ‘just’ things
Putting advertising smoke and filling all of adjectives has become a trend. Things are no longer exactly things, but are presented using all the possible literature that can be added. And this is becoming a problem: as they point out in an analysis in Quartz, the love that brands and companies have for adjectives is making it increasingly difficult to find out what exactly they are not selling.
From the brand of healthy European food that now no longer sells almonds but ‘Wonderful almonds’ or that no longer sells flaxseed are ‘winning flax’ to the British supermarket giant in which white label products have no name but descriptions . His pepper is no longer pepper is ‘a touch of pink peppercorns gives a touch of flush to the glazed ham and of sweetness to the sauce’.
Monoprix, another giant supermarket chain, in this French case, changed the names of its products to concepts and word games. The package of Camembert cheese, for example, became ‘the French do not say cheese while they eat it’ and the mouthwash in ‘a French kiss starts with a French mouthwash’. The target was the Anglo-Saxon tourists who visit France.
The movement is part of the tendency to eliminate the branding and even the identity of the brand that in recent times is emerging as an emerging element in the industry. The debranding boom points towards an eclipse of the brand to enhance other types of elements, such as connections or storytelling.
The last episode of the “good” brands
But that is not the only reason for the movement. On the one hand, brands seem to be trying to connect with this growing need that consumers have to know much more and much better what they are eating and buying, which makes it increasingly important to give information about what exactly the products are. This type of packaging and product presentation start from that idea, but take it a little further, perhaps too much further.
On the other hand, this type of packaging tries to be funny, fun and friendly. It is the type of message and presentation that tries to connect with the consumer and show fun. It is a ‘look how much we love’ and ‘we are fun’. The first companies that played with it worked for them and now it has become a much more generalized trend, mainly because it is used to try to position it as closer. As a marketing consultancy explains to Quartz, all brands have fallen for the idea of making the consumer their friend. And there comes this kind of product presentations.