Hugo Boss: The Scent For Her

For my university dissertation, I researched into Mythologies within design, using Roland Barthes as a key theorist. Inspired by this research this project focuses on demystifying the mythologies contained within the vast majority of modern-day perfume adverts and therefore creating a more ethical piece of design.

Purposefully avoiding the use of attractive celebrities, luxurious clothing, cars or jewellery and of course the element of seduction, this trio of redesigned adverts for Hugo Boss' The Scent for Her, is still able to communicate with consumers without adhering to the mythological norms established within society and culture. The three videos instead focus on the three main notes of the perfume; peach, osmanthus and freesia.

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An investigation into how imagery can be used as a vehicle to communicate smells, feelings and emotions to the audience, whilst creating something that stands out from what's been done before was critical to answering the brief successfully.