RALPH LAUREN
FRAGRANCES HOLIDAY 2019 BEAR OF A FILM
BY MARISSA TOZZI
Ralph Lauren Fragrances present their 2019 Holiday Campaign featuring the brand’s iconic Polo Bear.
In celebration of the holiday season, Ralph Lauren invites you to a night at the mansion to discover the art of gifting. The campaign opens with a shot of the New York City skyline followed by Ralph Lauren’s main flagship storefront, and the rest is left for your imagination to interpret. The Polo Bear welcomes us into his house (perhaps representing Ralph himself?) as he prepares for the party, as guests compile outside the door — creating a silhouette of what appears to be a party of bear friends. The campaign showcases the American luxury brand’s fragrance gift sets including the Polo Blue Cologne, Polo Red Cologne, Woman by Ralph Lauren and Romance perfumes.
An unconventional, slightly unexpected campaign by Ralph Lauren appears to strive to hit a wider audience by using “cute” marketing to its advantage. This campaign is an example of how many fragrance designers approach creating mass accepted products by making their ad content shareable. This cutesy method is an interesting take for a lifestyle brand such as Ralph Lauren – one epitomizing authenticity, heritage and American spirit. However, despite this ingenuous approach, perhaps audiences will appreciate its simplicity and innocence, given its release for the holiday season.