The latest message from Serge Lutens. Found via The GoodSmellas at Facebook.
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Wow. That is some dark imagery there. I am a little disturbed by the executioner (his silhouette superimposing the bottle kind of makes me not wanting to touch it)…
I guess. I have a hard time taking it seriously.
I agree with happy888cat. Very mysterious ad and very dark and somewhat scary. I am not sure what Uncle Serge was trying to convey here, except for intrigue. However, there was nothing in the ad that brought perfume to mind…at least to my mind. Had I not known it was from Serge Lutens, perfume would never have entered my mind.
I think he is trying to convey a new series, that costs more than the old ones.
Serge, to me, has always been a bit dark so this appears right along the lines of his imagery, presentation, etc. I find his presentations very intriguing, interesting..sometimes a little disturbing..but that’s what makes them stand apart from the usual fragrance ads, which to me, can be pretty repetitious, flat, not very creative. I like some of the imagery at the end very much, the light traveling around and the bottle presentation. It’s just cool. I haven’t found too many SL scents that are to my liking yet unfortunately..I have many to test still, however. I was very much intrigued by the Profundis ad..but upon sniffing, it didn’t appear melancholic in the least, in fact, the opposite. But the ad got me to get a sample, right?:). I find I like his visuals, presentations, photography more than his scents so far. I like the bottle designs too, which also appear to have a bit brooding/serious vibe to them and his visuals are very much present in his perfumes as well. I have a lot of respect for his stuff..even if his imagery is a bit too haunting or disturbing for my tastes and his perfumes, generally not to my tastes either. I sometimes see him as the David Lynch of perfumery, dark and strange like that..hard to figure out. Lol, I don’t watch Lynch stuff anymore..as yep, a wee too dark for me! No thanks.
Ads like these make me want to get to testing more of his line though.
You guys noticed the dark stuff more than I did. I noticed that his new series is called Section d’Or and has gold accents on the bottle. My guess is that Serge is going luxury. We shall see!
Given that it is marketing material I guess a materialist reading is quite apt!
I’m just glad the scents never take themselves quite so seriously as Lutens seems to take himself!
Some nice visuals, despite the pretend pretend dark and pretend pretend profound. And I love the name L’Incendiare!
If he does take himself seriously — it’s hard to tell.
I’m not sure it works any better a parody though:
‘From deep within my cowardice, my heroine surges, and my flaws reveal the golden brilliance of her virtues. It is the love which sustains me even as I grieve – for its loss!’
Yes, I like the name way better than the film. It makes me hope for a smoky perfume, which he does like nobody else.
I thought it was a bit silly, practically a parody of the form: nobody does overblown perfume advertising like the French, that’s for sure.