From the Man behind Twisted Lily

s our latest Artisanal Fragrance campaigns are making their rounds across the internet, here are some thoughts behind the concept and the direction we are going with it.

Ok, here we go. We are just going to say it and deal with the consequences later... What on earth do centaurs, mermaids, and other utterly ridiculous ads created for commercial perfumes have ANYTHING to do with the fragrance advertised?! We really tried to answer that question repeatedly, and no matter how many people we asked, nobody had a good answer.

So we decided to take it a step further and create a few spoofs of our own. Don't take this too seriously - all is fair in love and perfume. And if you want, let us know what your "favorite" fragrance ad is; we just may create a spoof on it in the near future! You know us. We like to keep it Twisted. Since we are in the business of artisanal fragrances, we hope to continue telling the stories through relatable ads, and no matter how weird the scent will be, we promise to keep it real with you. Here is another fun fact: most artisanal fragrances are created by the same perfumers who have worked on the most popular commercial perfumes. The difference is mass trends and strict corporate policies did not hold them back.

Disclaimer: artisanal fragrances will not cause you to walk on water or turn into a centaur
In fact, artisanal fragrances don't put much effort into commercial advertising at all.

Here is how this whole idea started: we blame The Man Behind Twisted Lily, Vicken Arslanian.

"I recently (and finally) finished watching the MAD MEN series on Netflix. What I enjoyed most was not the office romances or workplace drama, it was seeing the creative process of advertising. Most of us take advertising for granted but there is a real art behind the whole process and it’s highly effective when done correctly. Take our ads for ETAT LIBRE D’ORANGE. This was a campaign created by Kworq, our creative agency, in which we featured the worst of the worst customer reviews and we blasted it all over the world wide web! The results were so astonishing that the agency created a website to showcase their amazing work.

As our latest Artisanal Fragrance campaigns are making their rounds across the internet, here are some thoughts behind the concept and the direction we are going with it. 

Ok, here we go. We are just going to say it and deal with the consequences later... What on earth do centaurs, mermaids, and other utterly ridiculous ads created for commercial perfumes have ANYTHING to do with the fragrance advertised?! We really tried to answer that question repeatedly, and no matter how many people we asked, nobody had a good answer.

So we decided to take it a step further and create a few spoofs of our own. Don't take this too seriously - all is fair in love and perfume. And if you want, let us know what your "favorite" fragrance ad is; we just may create a spoof on it in the near future! You know us. We like to keep it Twisted. Since we are in the business of artisanal fragrances, we hope to continue telling the stories through relatable ads, and no matter how weird the scent will be, we promise to keep it real with you. Here is another fun fact: most artisanal fragrances are created by the same perfumers who have worked on the most popular commercial perfumes. The difference is mass trends and strict corporate policies did not hold them back.

Disclaimer: artisanal fragrances will not cause you to walk on water or turn into a centaur
In fact, artisanal fragrances don't put much effort into commercial advertising at all.

Here is how this whole idea started: we blame The Man Behind Twisted Lily, Vicken Arslanian.

"I recently (and finally) finished watching the MAD MEN series on Netflix. What I enjoyed most was not the office romances or workplace drama, it was seeing the creative process of advertising. Most of us take advertising for granted but there is a real art behind the whole process and it’s highly effective when done correctly. Take our ads for ETAT LIBRE D’ORANGE. This was a campaign created by Kworq, our creative agency, in which we featured the worst of the worst customer reviews and we blasted it all over the world wide web! The results were so astonishing that the agency created a website to showcase their amazing work.

"This success caused us to really LOOK at fragrance ads and forced us to decide on the message of future campaigns.   We then started looking at other brands’ ads and realized that they don’t actually say anything. All we found were pretty faces, hot bodies and exotic animals. The more we looked, the more of these elements we found. It was like a noise that gets stuck in your ear – once you hear it you can’t stop hearing it. Once we realized animals dominated fragrances ads, it seemed like it was everywhere. Anyone who knows me knows that I can’t stand the big companies and their arrogant ways. No matter how big we get, I always want to have an underdog mentality and provide a different point of view. Our campaign against these ads is basically David throwing his little stone at Goliath. I hope we don’t miss."

Vicken Arslanian, Founder & CEO Europerfumes

Europerfumes is the leading US distributor of luxury, artisanal fragrance, and candle brands, founded in 1997 by Vicken Arslanian, Europerfumes’ continued mission is to vet and source the best independent brands from all over the world.