Every Woman

Estée Lauder’s Sensuous fragrance is advertised in a current magazine campaign. Appearing in fashion magazines such as Vogue, it begins with a large photograph of the fragrance’s bottle. The ad is on glossy black paper, making the brighter images stand out. The main introduction of the product is followed by a photograph of an attractive model dressed only in a white dress shirt. It’s not a glamorous shot; she gazes suggestively, but almost lazily at the camera. Her hair is a bit unkempt, and she sits on top of a bed with ruffled sheets. In a word, she looks relaxed. The next page of the ad is on the same glossy paper, with only the words ‘Every Woman Is Unique’ streamed across. All of the tag lines of this campaign are based on the ‘every woman’ idea that not only are normal women entitled to wear the fragrance, but should. The ad is attempting to make a connection with women through the possibility of enhancing their average qualities. With this certain scent they can keep their casualness while adding a sense of desire about them.

So much of advertising today is translated through images. Words are used less, and when they are, they are structured to serve a quick point. It may be a provoking play on words or engaging combination that’s cause to consider. ‘Every Woman Is Unique’ is certainly to the point, and it comes across as flattery. From the image, women are supposed to be able to connect with the model because she’s not dressed in fancy expensive clothing. In fact, she’s hardly wearing anything. She doesn’t seem to care what she’s wearing, her only concern is comfort. It might be the end of the day and she’s looking to unwind. In a sense, the ad has made that first connection through the simple act of the consumer looking through a magazine. Most women have busy lives, and so the time they take to look through something as trivial as a fashion magazine must mean that they themselves are trying to relax and not worry about important aspects of their lives. These women would appreciate a more casual take on beauty or sensuality. They would probably include themselves in the ‘every woman’ tag then. The ad continues its point with the uniqueness part. It seems to be flattery or encouragement because Estée is accepting those average qualities and suggesting that even though the consumer is an ‘every woman’, she can be sensual and edgy. She can’t be high fashion and couture, so the pitch is that she can obtain a piece of sensuality through the fragrance she wears. It will give her that sense of feeling sexy and extraordinary instead of just tired and worn out, as suggested in the model’s facial expression. The model is portraying that satisfaction of casual style with a hint of intrigue.

If the ad can achieve this, there may still be question as to how they go about expressing their message. Another variation of the campaign features a different model as the ‘every woman’. Her tag line is slightly different though. Instead of unique, she is confident. This is portrayed through the model’s straighter posture and secure smile. She does look confident in herself, and instead of recognizing her as a version of themselves, women viewing it may see what they’d like to be. This is a woman who’s casual, but also happy, which is something to aspire to. The way we perceive confidence though is usually by the way a person carries themselves and through their actions. It's unreasonable to view a fragrance as some sort of magic potion ensuring happiness, but it could act as an illusion that one is more desirable. If it helps a woman to act more confident, then the it could be said that the ad is successful. Someone could be wearing a whole bottle of Sensuous though and still be viewed negatively; it's ultimately up to their decisions and how they behave.

There are numerous substitutes for ‘unique’ and ‘confident’. Other words used in this particular campaign are ‘surprising’, ‘irresistible’, and of course, ‘sensuous’. The interesting thing about the choice of ‘unique’, though is that even though all of the women are in different poses to convey their words, they’re all dressed in the same outfit. Elizabeth Hurley and Gwyneth Paltrow as the models are distinguishable because they’re easily recognized, but they’re made to look the same for the ad. Perhaps this is what was trying to be achieved through the ‘every woman’ emphasis, but it coincides then with the use of uniqueness as a selling point.

The last line of inquiry is the lack of any sample as to what the fragrance may smell like. We are to believe that it’s in fact sensuous, but the consumer won’t know if she likes it until she either buys it or tests it at a store. The ad is claiming its product achieves uniqueness for the buyer, but it appears as any other ad in the magazine without some sort of example of the actual product. The last tag line is that ‘Every Woman Wears It Her Way’. While there are indeed different kinds of women who are probably going to buy the fragrance, it is still the same formula of scents bottled up in the same package. So while the statements made by the advertisement are all true, (yes, every woman is unique) their truths end up having little to do with the product they’ve been matched with. The Sensuous fragrance may make a woman want to carry herself in a casual yet sexual way, but it ultimately won’t make her act or feel that way. If she so chooses to wear it, it will only be carried with her.

Cassie Hutzler