Southern Living has long been one of my favorite magazines, one of the few print magazines to which I steadfastly subscribe. While leafing through a recent issue newly retrieved from my mailbox, one full-page ad (pictured below) caught my eye. Now you might assume the radiant, air-brushed smile is what drew my attention … but no.
Maybe it was the fragrance ? If you’ve thumbed through a print magazine lately, you may have noticed an uptick in scent strip promos for perfume and cologne products. Scent strips can be helpful. They provide fragrance samples so you won’t plunk down a substantial sum just to learn the scent is awful. But the multiple competing scents in a magazine’s single issue might easily lead to sensory overload!
So, no, it wasn’t the toothy expression nor the unexpectedly subtle fragrance, both of which are skillfully designed to generate interest and drive sales. Surprisingly, the text drew me in!
Take a closer look at the tag line: Life is beautiful. The Fragrance of Happiness.
With a simple search, I learned there were other tag-lines attached to Lancôme’s La vie est belle advertising. The overall theme of Life is beautiful extends naturally from the French phrase. One tag-line declared Life is beautiful. Live It Your Way. Another: Life is beautiful. Choose Your Own Path to Happiness.
Notwithstanding its variations, Lancôme appears to have settled on The Fragrance of Happiness as its primary tag-line. Continue Reading →