The Beckhams — David and Victoria: soccer superstar and a member of a major 1990s all-girl pop band. They don’t just have fragrances. They have families of fragrances: some for him, some for her, carefully arranged into collections.The obvious question: WHY? From a rational perspective, does anybody really want to smell like an athlete or a has-been pop star?
Well, rationality and consumer decisions rarely go hand in hand, do they? The media phenomenon of the Beckhams and their associated products, like fragrances, illustrates how seemingly unrelated talents like athleticism, music and dance performance, and fragrance creation can be wrapped in a pretty bow of image and branding strategy, then marketed and sold — remaining forever united ’til death do them part (or sales head south).
Let’s start peeling the layers as we attempt to digest the strategy for Beckham fragrances and the mass market appeal of their wide range of fragrances — an appeal that has helped them accrue an estimated fortune of ₤125 million ($202.8 million U.S.).
David and Victoria each have taken their core identifier — athlete and pop star — and expanded it into a personal brand with associated products and carefully groomed images. Fragrance is simply one example. The wheel grease to the revenue stream associated with the Beckham brand — as with the brand of any celebrity — is image. The Beckhams clearly groom image ideals unrelated to their core identifiers — athletics and pop stardom — to gain further traction for business opportunities. Some of the images and brand identities associated with the Beckhams include:
- Couple-hood — a three-way image that allows David and Victoria each to brand themselves as individuals AND as a supercouple. This 1 + 1 = 3 equation is reflected on David’s Web site. Victoria’s presence there is evident, and she even blogs there sometimes.
- Fashion and fashion-consciousness — both currently appear in lusty underwear ads for Emporio Armani, and Victoria has her own fashion line. Neither ever appears in public unless immaculately groomed or almost naked (except on the soccer field … sometimes). Victoria reportedly owns $2 million in Hermes handbags alone.
- International savvy and recognition — David and Victoria are English, but they relocated to Los Angeles recently, when David conveniently signed with the L.A. Galaxy. The international popularity of soccer (including David’s four-year stint as a member of on Spain’s Real Madrid team, which followed his nine-year career for England’s Manchester United), and the 1990s Spice Girls craze, put the Beckhams on a global stage. They’ve worked those international connections into opportunities for maximum image and business leverage. For example, the Beckham Fragrances Web Site is available in German or English.
- Chic, hip celebrity status — The Beckhams get the right invitations to the right events with the right people around the world — and that’s an integral part of the image they’ve cultivated. Is the Beckhams’ inalienable friendship with Mr. and Mrs. Tom Cruise a convenient coincidence, a savvy illusion, or a little bit of both?
- Sex — these two rarely miss an opportunity to show the world how helplessly attracted they are to each other. Check out some of the Armani ads and paparazzi shots for examples.
- Altruism. David’s Web site features two pages devoted to his and Victoria’s involvement in no less than five charities, including Malaria No More UK; Unicef; the 2012 Olympics; “other ambassadorial projects,” such as Comic Relief, Sports Relief, Live8 and Concert for Diana; and perhaps most interesting, The David and Victoria Beckham Children’s Charity, which helps disabled children by selling a branded David and Victoria Beckham candle for ₤20 ($32.43 U.S.). Apparently, there is no other way to donate to the foundation, and it has no Web site of its own. Interestingly, David’s two pages of charity commitments include only one link to a charitable organization (except for the candle purchase): a link to Malaria No More.
With these facts in mind, is it any wonder that the Beckhams, like dozens of other celebrities, have jumped on the fragrance bandwagon, with the help and support of international cosmetics giant Coty?
Individuality and couplehood as one. Fashion innovation and expertise. International appeal. In-the-know, in-the-show celebrity. Sex. Concern for the world. Think of these factors as you review the images and videos for Beckham fragrances below, then consider how soccer and pop music expertise relates to the product and the messages:
MEN’S
Instinct for Men
The advertising tagline for this product is “Strength. Power. Control. Style.” How is that message communicated in the following ads and packaging? How is David Beckham associated with these characterstics? What impact do the sound/music and visuals have in the video? What will this product do for the man who wears it? How is it supposed to make him feel and appear?
Packaging:
Print Ad:
Coordinating INSTINCT products:
- Eau de toilette – 20 ml, 05 ml and 75 ml
- After Shave Lotion – 50 ml
- Daily Moisturiser – 50 ml
- Face Wash Gel – 100 ml
- Hair & Body Wash – 200 ml
- Deodorant Stick - 75 g
- Deodorant Body Spray – 150 ml
Other Beckham for Men products:
- Intense Instinct (eau de toilette only)
- Pure Instinct – a limited edition product,“a mix of elegance and sophistication.”
- Intimately Beckham For Him: The line includes eau de toilette – 20 ml, 50 ml and 75 ml; after shave lotion – 50 ml; body massage gel – 200 ml; Hair & Body Wash – 200 ml; deodorant stick - 75 g; and deodorant body spray – 150 ml.
- Intimately Beckham Night For Him: The line includes eau de toilette – 20 ml, 50 ml and 75 ml; after shave lotion – 50 ml and 75 ml; hair & body wash – 200 ml; deodorant stick - 75 g; and deodorant spray – 150 ml.
- Beckham Signature For Him: The line includes eau de toilette – 20 ml, 50 ml; after shave lotion – 50 ml and 75 ml; hair & body wash – 200 ml; deodorant stick - 75 g; and deodorant spray – 150 ml.
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Here’s a video review of Intimately Beckham. What aspects of this review examine the media literacy aspects of the product, and celebrity fragrances in general?
WOMEN’S
Now, look at the ads for Victoria’s fragrances. Notice the most striking difference between the ads for women’s fragrance and the ads for men’s: the fragrances for women aren’t marketed alone, but co-marketed with David’s “For Him” products. Why? What were the factors driving this decision? Don’t forget to assess these ads using the criteria used above: What is the message communicated in the following ads and packaging, and how is it linked to Victoria’s image? What impact do the sound/music and visuals have in the video? What will this product do for the woman who wears it? How is it supposed to make her feel and appear?
Signature for Her
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Product line includes:
- Eau de toilette – 15 ml, 30 ml, 50 ml and 75 ml
- Shower cream – 200 ml
- Body lotion – 200 ml
- Deodorant spray – 150 ml
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Intimately for Her
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Product line includes:
- Eau de toilette – 15 ml, 30 ml, 50 ml and 75 ml
- Satin body spray – 75 ml
- Shower cream – 200 ml
- Body Silk Lotion – 200 ml
- Deodorant spray – 150 ml
Intimately Night for Her
Product line includes:
- Eau de toilette – 15 ml, 30 ml, 50 ml and 75 ml
- Shower cream – 200 ml
- Body Silk Lotion – 200 ml
- Deodorant spray – 150 ml
Even print ads for the women’s fragrance pair David and Victoria. The one exception is the print ad for Signature For Her. What does that tell us about the selling power of Victoria? Of David? Of the each partner’s individual brand strength versus the brand strength of the couple? What other reasons might account for the different marketing and branding strategies used to promote the fragrances “for him” and “for her?”
And finally, why are there fewer fragrances and ancillary products “for her” than “for him?” Is this approach counter-intuitive? How? If so, what could be the explanation?
