some thoughts on the Italy flyer
without tomatoes or anything Italian.
My friendly partner in Italy, Guido from Profumimport, will do the translations for me. The W.-factor, too. Thus, I started thinking and playing. Right now, I am favoring a format 210x 100, 4 pages.
I have other ideas, still: But below a sneak preview of a first draft. A provocative line on the front, that is resolved on page two and that expresses a lot that is important for my line. Page 3 will be text like “….started there and there, focus on this and that, manufactured there by hand, and much love”, and on page 4 I might add buying info for Italy.
I worked on this draft yesterday, later in the evening. Today will be another hectic office day. But then….four days ahead for bottling, mixing, packing and designing. Can’t wait.
PS: Yes. It is July 1. Rose chyprée is there. Actually, at least one shop was sold out already yesterday.
front
middle section
back
Any input is welcome. Be cruel :-)
July 1st, 2009 at 6:40 am
Andy - Congratulations, on the apparent success of your newest fragrance! And I like the flyer - very much to the point! No fluff. :-)
July 1st, 2009 at 7:20 am
Dear Elisabeth
No Fluff. This I have to remember. I did not know the term. No fluff. cool.
July 1st, 2009 at 7:35 am
Cher Andy,
qu’importe le flacon pourvu qu’on ait l’ivresse! That’s it. I like it. Clear and simple with a chemist touch.
Bravo for Rose Chyprée’s success.
Take care
XOXO
July 1st, 2009 at 7:41 am
Dear Andy, excellent flyer my congratulations!
It is July 1 - At me today too significant day, birthday at my daughter - 21 year and today it submits documents on reception to magistracy S-Petersburg university.
Hugs!
July 1st, 2009 at 7:49 am
Good morrrrrrning!
Oooohh my…I won’t be able to say much about the flyer because…finally..yes, finally..I certainly know what all the fuss about L’Air du Desert is about..yes.I do. Andy, it’s sooooo beautiful!!!!!!! It’s exactly what I’d been looking for in other perfumes (and didn’t find…).Now, I know my little sweetheart will always be Rêverie..but, ohhh,,god..it’s soooooo good! I haven’t eaven tried the Chyprée yet, because I thought it was a sacrilege to mix L’Air with anything (even if it’s good!)..so…today will be Chyprée-trying-day!
By the way, I do like the idea of the flyer…it’s catchy! And I think we all love the photo W. made, with the roses in front…
Oh and…congrats for the success of Chyprée out there!! :)
Hugs from hot and sticky Spain!
July 1st, 2009 at 7:50 am
Dear Vladimir
Congratulations to your daughter (and the proud father). So your daughter will study! This is wonderful. A bright mind… my congratulations. Enjoy this day!
July 1st, 2009 at 7:51 am
Chère RebieFR
Merci… well. I guess I can’t deny I am chemist. But I think, after having read Hotlanta’s comment of yesterday I need to make something else, too. A steak flyer :-)
July 1st, 2009 at 7:53 am
oh wow, Silvia
I am flushing and start dancing. so you like the air du désert. …. cool I have (see previous comment by myself on Rebbie’s Comment) also a picture in mind for the Air du désert marocain.
That might be another title for another leaflet: …about places and spices…
July 1st, 2009 at 7:54 am
I like the layout and concept of your leaflet very much. It bothers me a bit that you are starting it with a negative thought, that *you* don’t care about something. I would be more inclined to say something like,
Some think a fancy bottle (or flacon) is essential…
what’s essential to me is what’s inside
or
what’s essential to me is the essence inside
Just a thought.
July 1st, 2009 at 8:00 am
Yup, Andy, not only like, it’s rather a “so you love L’Air”?heheh!I always thought it would be way to spicy for me..
Hi Tama, nahh…the starting of that phrase is cool just because of that negative thing…it makes people go like “what??” “a perfumer not interested in flacons?” “what??” :) It’s way more interesting this way!
July 1st, 2009 at 8:18 am
Dear Tama
THANK YOU! I see your point about a negative statement and I was thinking about it yesterday night, too. The idea was exactly what Silvia says” make people wonder”.
I think it is a question of whether I can do so with a negative statement. My question to myself is now: Or is it too provocative? Is it beyond what I should write?
Then I have to admit: I did not come to a nice formulation like you just did:
“SOME THINK A FANCY BOTTLE IS ESSENTIAL…I CARE MORE ABOUT WHAT’S INSIDE/WHAT MATTERS TO ME IS THE ESSENCE INSIDE. ” This is a nice way of saying….
July 1st, 2009 at 8:31 am
Well..hmm..that would be an option (the nice formulation I mean), but I would insist on keeping the original..it’s fresh,not new (it’s an idea often used in proffesional ads, the thing with the negative starting, I’m sure there’s even a term that defines this kind of style), but very fresh.And the important thing is to make people curious. At least they’ll want to read page 2..at least..
July 1st, 2009 at 8:32 am
Hi Andy,
Firstly, CONGRATULATIONS! It sounds like Rose chypree is a big hit and you deserve every bit of that success!
I also like the idea in the pamphlet–just mulling over the pros and cons of starting with a negative as Tama mentioned.
An alternative could be something in the middle like: “Some focus on flacons…but I prefer to focus on what’s inside them” or closer to your wording “Actually,I’ve never been one for appearances…but I care very much about what’s on the inside.” Or along the lines of what Elizabeth said: “Forget the fluff (with a picture of the flacon visible)…my focus is on the perfume.” :)
Have a great day and be sure to celebrate!
July 1st, 2009 at 10:45 am
Andy, to me the word ‘Actually’ does not feel right..
What about something like: ‘To be honest’ or ‘To be frank’ ?
Marianne.
July 1st, 2009 at 10:55 am
“I’m not really into flacons…
but when it comes to what is inside… that’s is where my heart is/that’s what matters to me..”
or something like that ;-)
Marianne.
July 1st, 2009 at 12:05 pm
Dear Marianne
the goal is to be short. I am afraid that ” to be honest” is a touch to long. Maybe: Honestly,
yes, that might work :-)
July 1st, 2009 at 2:56 pm
Actually, I like the word “Actually”. It makes page one a response to a statement in an ongoing conversation (as though the question had been asked, “what do you think of this flacon?”, and pulls the reader in. It’s a provocative statement, and I think it makes the reader want to know more.
July 1st, 2009 at 3:09 pm
Good afternoon, Vasily
It sounds cool, what you write and I just realized: when translating this baby or any other baby into Italian , it will be tricky to catch these details. Actually, it might not easy for Guido or the W.-factor.
July 1st, 2009 at 4:54 pm
Andy, that your Rose Chypré was sold out at some place so quickly doesn’t come as a surprise to me. It seems to be the perfect younger sibling of L’Air du Désert with the same combination of mystery and welcoming warmness.
The design of your flyer looks interesting, and the provocative statement might be cool and has been done before. But the stress on the word “I” makes it so much self-centred that it gets pushed over the limit beyond coolness. This is no more Andy Tauer, as we know you, speaking. How dare I write this in such a straight-forward way. I’m sorry, but you told us to be cruel, so I am.
Easy to be critical, and now it’s my turn to come up with a better idea which seems not so easy.
Page 1 : Just push the spray button and you’ll know . . . .
Page 2 : . . . . what matters most to me is the essence inside . . . .
Page 3 : . . . . and the fragrant experience can get quite addictive.
July 1st, 2009 at 5:41 pm
Stephan, I do not agree with you on there being too much ‘I’ in the text.
‘I’ in this case is very personal and isn’t that what we all like so much about Andy and his perfumes?!
‘We’ (Tauer pefumes) would feel very impersonal to me.
Marianne.
July 1st, 2009 at 6:52 pm
I’m quite torn on this - I think you’re original text, Andy, would be fine, or Tama’s. The thing about ads are that they are supposed to be reactionary. Even if the initial reaction is bordering on negative, your ad is just provocative enough to make someone want to open the leaflet and read the rest of your thoughts. You have to grab the reader in the first instance. I think your text accomplishes that. You’re never going to please everyone, because everyone reacts to things differently. Take Victoria’s Secret and Abercrombie & Fitch ads, for an example. Some go blue in the face screaming about how it’s practically porn. Obviously, there are masses of others who see the ads and spend gads of money.
Even if you’re not naturally a “self-centered’ person, and some argue that your text above sounds “self-centered,” you should WANT to set yourself apart from competitors - be a little edgy :) By declaring that on your leaflet, you’re letting everyone know that you do things differently, you’re completely happy with that, and so are your customers. You’re putting something out there that is very important to you; the fact that you don’t give a fig for bottles, but Liquid Love inside is the jackpot!
It’s very “I am Tauer Perfumes, hear me RAWR!” and I love it! :)
Good luck deciding on your final draft, Andy!
Good lord I don’t have patience to wait for my Une Rose Chypree. I want it now haha!
July 1st, 2009 at 7:12 pm
Marianne, thanks for coming to the defence of Andy. I already regret having put things so straight-forward. What I meant was to go along Tama’s suggestion to tone down the negative connotation and change the “I” to a less dominating “me” (. . . what’s essential to me . . .).
July 1st, 2009 at 8:36 pm
Isn’t it nice that we can all express our ideas and opinions here chez Andy :-))
,,and I like Devons ‘Liquid Love’..
July 1st, 2009 at 9:04 pm
Dear Stephan
Thank you for bringing this i-point up! I love it when the discussion gets going . It is going far beyond the flyer (leaflet), I think your comment also points at how you see me and how other see me and maybe about how I want to be seen.
Dear Devon
I just hope you won’t be disappointed… you know: The higher the expectations…
On an other line: Thank you for sharing so detailed and elaborate your thoughts.
Actually, I love Liquid Love!
I will go to bed soon, but I have your words meandering in my mind… Thank you!
July 1st, 2009 at 9:26 pm
Whoa!! All this imput is going to make Ziggy, Sam`s mega-ego-computer from `Quantum Leap`, rudely sign off!! I echo Devon in that both approaches make a strong impression, so it is like sitting on the fence while spinning your larriet! I always lean on the more positive wording; too much negativity abounds everywhere, so I`m all for making the creative point w/ a plus-sized attitude! The flyer`s look is all Andy!! Hey, who can say no to that slightly impish/got-something-up-my-sleeve smile?? :-)
July 1st, 2009 at 9:28 pm
Gasp - how could we be disappointed? :) Ultimately, do what feels comfortable to you regarding your leaflet. I’m of the mind that, leaflet or no, one spritz will get them, hook, line, and sinker (as we say in the States)!
And Liquid Love is so very true; you put so much love into each of your scents, as it is plain to…smell :)
July 1st, 2009 at 9:48 pm
“The artwork on my flacons is only a hint…“//“of the evolving and emotional journeys that my essences will take you on…Come explore!!“
July 1st, 2009 at 10:11 pm
This is going to be translated into Italian, right? If you ever do a version in English, don’t use the word “flacon” — many people will have no idea what you’re talking about!
As for the text itself, I do like Tama’s suggestions above. Some variations:
“Some people care about fancy bottles. Me, I care about what’s inside.” (Or “Personally, I care about what’s inside.”)
“Fancy bottles are very nice … but I care more about what’s inside them.”
“Who cares about fancy bottles? I care about what’s inside them.”
“Do you care about fancy bottles? Or about what’s inside them?” (Or “Do you buy fragrance for the fancy bottle? Or for what’s inside it?”)
Also, this is the copy editor in me, but please keep your spaces and ellipses (aka the “dot dot dot”) consistent! In your current version, you’ve got no space and four dots on the first page, then three dots and a space on the second. (I’m happy to help if you need editing/punctuation advice!)
July 2nd, 2009 at 5:47 am
olala… so many inputs! Where to start?
First: thank you Natalie for th punctuation hints. I did not realize and did not look into these fine details, yet. The more I appreciate your input, it allows me to make sure I correct it early on!
And THANK your for bottle… indeed. might be better!
July 2nd, 2009 at 5:49 am
dear Devon:
Liquid love would be a nice name for a fragrance!
July 2nd, 2009 at 5:59 am
Ahhh!!! Andy, you should do it! :) I’m already trying to imagine it!
July 2nd, 2009 at 6:17 am
You’re getting some great comments!
Couple other ideas:
To me, plain on the outside
means I care most about what is inside
The essence of a fragrance is not the bottle
It is what is inside the bottle
that is what I care about
Perfume bottle collectors pass me by
because I only really care about what is inside
The bottle is simple
the perfume is not
one whiff and you will know my passion
July 2nd, 2009 at 8:45 am
Hi Andy,
Two days ago I read your interview on Fragrantica and there you said that sight is your most dominant sense as it is for most people.
Then already I thought that, for me, that doesn’t connect with your choice of packaging at all, since I really don’t like the bottles.
I haven’t expierenced any of your perfumes yet and I think the look of the bottles have something to do with that.
Sometimes I have to restrain myself from buying a perfume just for the bottle. It can annoy me very much; great bottle, plane scent. But the other way around goes the same for me; great perfume, plane bottle, to some extend equally annoying.
So reading the first line on your flyer made my jaw drop, after reading the second line, it did settle back into place (no longtime injury there) but I did remain to feel kind of offended.
The ‘…I don’t care…’ part is what put me of. Promoting your perfumes starting with that sentance, I don’t think (!) is a great idea.
Trying to connect to people, I agree with previous posts, that it would be better to use positive s(c)entences.
I am interested in advertising and new ideas in advertising, so I do understand the idea behind it.. On the one hand it seems to me that you were thinking to much coming up with this idea, on the other hand it’s exactly how you approach your perfume work. But stating it that exactly doesn’t work for me at all.
Reading about you and your work, you come across as a very live loving and people loving person.
The picture of you on the back of the flyer I find very nice and inventive for advertising in the perfume industry; a man and holding out flowers and a perfume bottle. Him in addition being the perfumer. Very good. (Although I would like to see you a bit more loose/happier, you seem a little tense in this picture)
Promotion in a ‘provocative’ or maybe more inviting, positive and unconventional (read; no naked bodies and/or women) way.
Also since most ‘noses’ seem to be made looking high and mighty and somewhat untouchable. What I love about you is your openness and connection with consumers and crittics.
Something like this comes to mind;
there are perfumes that have beautiful bottles…
…and then there are bottles that hold beautifull perfumes…
Well, this is a bit plane, but maybe you can work with it. Judging from the reviews people wrote about your perfumes, you get to be a little cocky.
I think it’s great that you have so much success with your perfumes and I hope the flyer will come out equally great. I hope my experience with your innitial flyer will also help you out with coming one step closer to it.
Best wishes
linda
July 3rd, 2009 at 2:31 pm
The flyer is perfect. I wouldn’t change a thing.
July 4th, 2009 at 12:50 am
Ah, dear Andy, have I forgotten the birthday of your Rose Chyprée and missed your flyer discussion? Shame on me I’d say. Anyway - congratulations with your new baby and nice to see she is a success already. Good luck, the Chypry Rose :o)
As for the folder - can’t be really cruel now. May be tomorrow if I put on… LonestarMemories and feel me a Cowboy… :o)
Is it for Italians? They are hot guys expressing their emotions directly and what seem to be a bit “exaggerated”. So, I guess if you like to speak their language you have to tell them about “il profumo belissimo” (no, not just “bello”, but “belissimo”). I guess I’d speak about “fantastic idea”, “unique experience” etc. :o)
July 4th, 2009 at 2:22 am
there are perfumes that have beautiful bottles…
…and then there are bottles that hold beautifull perfumes this sentimentn was echoed at Some think a fancy bottle (or flacon) is essential…
what’s essential to me is what’s inside
or
what’s essential to me is the essence inside
The essence of a fragrance is not the bottle
It is what is inside the bottle
that is what I care about
Perfume bottle collectors pass me by
because I only really care about what is inside
“Fancy bottles are very nice … but I care more about what’s inside them.â€
AN AMAZING EXAMPLE (SHE RUNS TO WIKIPEDIA OF COLLABORATIVE INTELLIGENCE)
FRAGRANT HUG TO ANDY AND BRAVO AND BRAVA POSTERS
July 4th, 2009 at 10:58 am
Dear Andy,
Well - I have some LonestarMemories on, my head is cool and I can be curel :o)
It’s a wise rule not to start a sentence with a negative suggestion. I understand that you like to provocative character. But… there is a difference between surprising and shocking (yes, I exaggerate) :o) Surprising and provocative - yes, it’s your style. But when you say that you don’t care - it’s a bit to strong, too derogative - it’s not you as you do care (but more about the fragrance than its package). A question instead of a negative statement would keep the provocative character and be more inviting to explore the book and the fragrances. And you know what else? If you think that the bottle is not that essential why to put so much attention on it? Why mention it at all? Isn’t it better to concentrate on fragrances and what are they made of?
I do like the ideas of Stephan.