Sisley is a French ready-to-wear brand today having a worldwide reputation. At the same time, its business sector has also gradually extended to that of perfumery. Today, many fans of the brand, who were also waiting for the release of a brand new perfume signed by the house of Sisley. Well, it looks like it’s now done thanks to the creation of the new Izia . What is more, if Sisley is not used to doing big advertisements for her fragrances, this time she has already broadcast a mini film of about twenty seconds to present the world of her new perfume. Focus on this very enigmatic advertisement …
Sisley’s advertising approach
Since its inception, the Sisley house seems to have taken a very different approach from that of its direct competitors. Indeed, the latter prefers to take her time to develop perfumes. What is more, these are rarely accompanied by advertisements. Sisley’s communication goes rather through the visual of his bottles. Indeed, how can we not think of the Eau du Soir and its sumptuous golden cap in the shape of a sculpture that is available every year on the occasion of the Christmas holidays.
Likewise, the notoriety of its juices seems to be sufficient in itself and Sisley relies above all on word of mouth to establish his prestigious image. However, when Sisley decides to embark on a marketing campaign, it does not go by half measures. Moreover, a marketing campaign signed by photographer Terry Richardson had caused a lot of talk at the end of the 90s. This notably highlighted the shortcomings of advertising campaigns, revealing the nude, sadomasochism and drugs. Rest assured, today we are very far from this universe and Izia rather evolves in a poetic and enigmatic environment.
The enchanting world of Izia
The advertising campaign for Izia remains particularly concise and lasts only 18 seconds. It begins with the name of Sisley on a black background before it is loaded with rose petals. It must be said that this flower is the major ingredient of this solar composition.
The roses here are sprinkled with a fresh dew as if to suggest that this is a limpid and airy scent. Then, suddenly, Izia’s name pops up in the center of the screen, as if handwritten in gold letters. We can easily recognize the playful writing on the front of its bottle. The roses move apart like puzzle pieces to reveal a red-haired creature whose hair strangely recalls the color of the Izia fragrance.
This one is dressed in a long draped dress, similar to that of a Greek goddess. She then holds in her hands the precious elixir, a disproportionate bottle of Izia. The latter swivels like a doll in a music box and suddenly transforms into the bottle of Izia perfume itself. Then, she returns to her human form. Thus, both seem to be one, leading us into a floral and enigmatic universe sewn with poetry.