L’Artisan Parfumeur – Caligna

I bemoan L’Artisan Parfumeur‘s decision to move away from the beautiful, hand-drawn, travel-inspired sketches they’ve been using in the advertising for their previous scents. I get that they want to ‘move in a different direction’. There were so many excellent directions they could have moved in. For example, advertising that’s inspired by photography (well, Olfactive Studio‘s done that already), or apocalyptic art, or comic books, or history, or fruit loops… or well, anything. Anything but what they’ve done with the advertising they used for Caligna. Evidently, the marketing team at L’Artisan Parfumeur caved in to the ‘tried-and-tested’ recipe for advertising that would translate to sales: Continue reading