There are plenty of people trying to shake up the fragrance industry, from multinationals getting into niche perfumery to online players changing the way fragrances are selected to unique marketing films by prestige directors. Now, singer Melanie Martinez is launching Cry Baby Perfume Milk (2.5 oz, $49.95) which has an edgy ad and unique positioning.
Watch the ad here.
The "sweet and nostalgic" scent that evokes "innocent darkness" is packaged in what is likely a legal team's nightmare: a very realistic looking baby bottle.
Also of interest is the way in which the accords are described:
- Dark fruity
- Strawberry milk
- Baby lotion
- Burnt caramel
- Sinister woods