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Advertising perfume

When you think of perfume adverts what do you imagine? Charlize Theron climbing a gold silk in impossibly high heels? David Gandy’s chiseled body on the back of a super yacht? When was the last time you saw one that actually mentioned what the perfume smells like?

The problem is, a TV ad can’t actually convey the main benefits of a perfume - the smell. Imagine if perfume ads were just a list of ingredients, that would be even less interesting than glamorous models and actors talking nonsense in whispery voices!

How often do you buy yourself a brand new perfume that you’ve never tried before? Probably not very often. 4 of the top 5 most purchased perfumes have been in the top 10 for over a decade as people tend to find their favourite fragrance and stick to it. In 2015, fragrance makers launched over 100 new scents and spent $800 million on advertising them. How many of those new fragrances do you think you could name? The truth is we just don’t trust TV ads to sell fragrance, in fact, according to the The Fashion Law only 6% of respondents said that TV advertising was the reason for purchasing a perfume.

So, what do perfumers do? They use customers to do their marketing, that’s what! We’ve had lots of lovely new members lately (hello everyone!) but some of you will have taken part in the 007 for Women project. The elegant fragrance was launched and trnd members got a full-sized bottle for themselves and loads of samples to give to their pals. A whopping 91% of people who tried it said that they were going to recommend it to their friends, dwarfs the 6% success of a TV ad doesn’t it?

At trnd we believe that customers should be the most important part of the marketing campaign and we love having you in our team!

@all: Would you rather try a perfume out before you buy?

Diversity, inclusivity and cruelty free – why Rihanna’s makeup range is great

If you’re a fan of pop star RiRi then you might already be familiar with her beauty range: Fenty Beauty. In fact, even if you're not a fan, it still might be worth taking a look.

Fenty Beauty (or FB) has been in development for 2 years and the wait is finally over. The range has a whopping 40 shades of liquid foundation to choose from. Rihanna says that diversity and inclusivity are important to her and she wanted to make sure that every skin tone was covered. Great news if you struggle to find a shade that matches your skin.

And another reason to buy (if you needed one) is that it’s completely animal cruelty free, there’s absolutely no testing on animals. The line isn't available in the global markets that require animal testing before a product can be sold as RiRi insisited that our furry friends are taken care of!

Seems that Rihanna is more than just a pop princess.

@all: Is diversity and cruelty-free important to you when it comes to buying makeup?

Why us customers are best at 'advertising' alcohol

The way we consume alcohol is changing. It seems that we're buying less and the industry is worried but we think we know a way around it!

In what way is the alcohol industry changing?:

  1. 2016 saw the first ever drop in global alcohol sales.
  2. Around 2,000 UK pubs and clubs closed for good between 2011-2016.
  3. More young people than ever are abstaining from alcohol altogether - 1 in 5 no longer drink!
  4. The laws on advertising alcohol are at their strictest ever and brands are struggling to find the best way to sell products.

But, the industry needn’t panic, we’re not giving up drinking altogether, we’re just a little choosier than before.

In recent campaigns with KOKO KANU and Freixenet ICE Cava, we socialised with friends and enjoyed trying out new and interesting drinks. 96% of project members referred Freixenet to their friends and family which is a huge success but even more importantly, we got social! We shared the bottles amongst our friends (meaning no over indulging and no underage drinking – something that a TV ad simply can’t guarantee) and we had a great deal of fun while we were at it. Absolutely everyone is a winner!

@all: Let us know what you think of alcohol ads and if you think you can do a more effective job!

The definition of dark social

Any idea what ‘dark social’ is? We bet you probably use it every day!

Dark Social (noun) - refers to the social sharing of content that occurs outside of what can be measured by Web analytics programs. This mostly occurs when a link is sent via online chat or email, rather than shared over a social media platform, from which referrals can be measured.

Are you familiar with the term ‘dark social’? It’s a marketing phrase used to describe social media that can’t be accessed or monitored. For example, when you send a link on whatsapp to a pair of shoes that you know your pal will love, it’s completely in the dark, hence the term. But when you share a pic and tag the brand on Instagram then they can see your pic meaning it’s no longer dark.

All messenger apps (including Facebook messenger, Snapchat, Insta and twitter) come under this umbrella as brands just don’t get to see what you’re saying. We think it’s pretty interesting. At trnd, we think we might just be fans of dark social! We’re passionate about getting recommendations from friends for great products; whether that’s a conversation over a glass of wine, an emailed link to something you know they’d love or taking part in a trnd campaign and holding a party so that all of your friends can try a new product out for themselves. And the beauty of one of our campaigns is, you can tell the brands exactly what you’ve been saying about them anyway!

Let us know if you’ve ever shared a link to a great new product via Facebook messenger or whatsapp and if you’re part of dark social!

@all: do you use dark social?

Insect sandwich anyone?

Most people wouldn’t be overly impressed if you served them bugs for dinner but it might become a common sight in the not too distant future.

In Switzerland it has just passed into law that insects can be farmed and processed for food. Before you turn your nose up and dismiss it entirely, the eating of insects does have it’s benefits - they are a great source of protein and packed full of vitamins and minerals. They’re also a lot better for the environment, taking up less space and requiring less feeding than livestock meaning farmland and CO2 consumption would be considerably lower.

At present insects are not considered food in this country but with changes happening across the rest of Europe, we could soon follow suit.

What do you think, could you be persuaded to eat creepy crawlies?

@all: Insects: could you eat them?

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