The majority of women put perfume on every day, so much so that 143,000 bottles of perfume are sold every day in France (source: Planetoscope). And what might seem like a simple beauty step has a much deeper cultural dimension in reality…
The use of perfume goes back to antiquity when it was used in religious rituals (as offerings to gods, for embalming bodies amongst the Egyptians). Perfume was therefore originally associated with sacredness. Today still, this theme can be found in many adverts: perfume is seen as a mysterious essence because it’s invisible yet extremely powerful, almost magical.
It was during the Renaissance that it started to be used in a similar way to its current use: perfume and glove-makers made scented gloves for aristocratic women, designed to enchant men who followed in their footsteps. It was only in the 19th century that the atomizer was invented and women started to disperse their perfume on the hottest parts of their body (nape of the neck, wrists) to better activate the particles.
A meeting with Capucine, the creator of the blog Babillages
How did you think of the idea to create Babillages?
I was 19 and a student in communication and journalism. I started my first internship in women’s press, mainly in the beauty sections. That gave me the desire to do this job so I started a blog on beauty. At this moment in time, I hadn’t really had the opportunity to write in the magazines which I worked for, so the blog seemed to me an obvious way to prove that I was interested in this industry. That’s when I got myself into the game. The internet users are really connected with each other over it. The blog was no longer an advertising space to my potential employers. That was 7 years ago now! Babillages is a great adventure. I have grown up with my blog and the blog has grown too. I am also in the middle of working on a new version of Babillages which will mark a true turning point in my professional life. I want to put forward a much richer experience which I hope would please my readers! My blog will in effect transform itself into a real website…But that’s all I’m going to tell you, patience!
Established in 130 countries across five continents, L’Oréal group’s international success represents an international marketing model based on skill, knowledge and an unshakeable reputation. How has L’Oréal created this image and reputation? How has the group won over women around the world?
In 2004 Dove launched a ground breaking worldwide advertising campaign in the beauty industry. The brand created a new way to address their public which aimed to be “real” by getting rid of the complexes that beauty product consumers suffer from. Around 10 years on, how have Dove’s campaigns changed? What lessons can we take away?
« Our greatest achievement was not discovering the properties of plants, but making them available to everyone. » So believes Yves Rocher, the famous founder of the botanical beauty company of the same name. He was guided by two key aims: accessible beauty and scientific innovation using plants.
Fascinated by active ingredients in plants, the young Yves Rocher started his business at 28 years old with a ‘lesser flower’ based cream. At that time, in 1959, the beauty market was still dominated by the elite, so the young businessman decided to make cosmetics accessible to all women. (2) This is how mail-order selling started, publishing ads in national newspapers and popular magazines such as “Ici Paris” and “France Dimanche. » (1) The success was immediate and the brand rapidly gained momentum in France. With a client base of around 5,000 addresses, the brand now attracts over 30 million customers worldwide.