When it comes to fragrance modeling, it's all about the face.  Not just any face, but a compelling face that can sell a product with just one look.  One image can have the power to move millions of dollars worth of products.  To do that, the chosen face of an international ad campaign must possess a wide appeal to both men and women of different demographics, crossing geographic borders, races and nationalities.   With millions of dollars at stake, the industry typically rely on their heavy hitters to anchor these campaigns.  These were the internationally recognized male supermodels who have perfected the art of seduction and mastered the art of creating desire for a product with just one look.  It was the exclusive realm of the very few who have reached the pinnacle of success in the modeling world having worked with the world's top photographer and creative talents to create not only successful marketing campaigns but also one in a rare while producing iconic image s that withstand the test of time. 

Then within the past decade, there was a seismic shift in the traditional approach to fragrance modeling.   If one the goals of a campaign is to appeal to as broad an audience as possible, then why not tap into the power of celebrity and the international appeal of movie stars.   Many of them were former models themselves before becoming actors, while others are celebrated for their movie star good looks and sex appeal.  Celebrities were already successfully taking over as brand ambassadors for luxury watches and leading underwear campaigns, so why not fragrances too?

Suddenly the biggest names and familiar faces from movies and the world of sports were seen everywhere in print ads for the fragrance industry.  At its core the marketing strategy relied on the celebrity's ability to convert just enough of member of their huge and loyal fanbase into actual consumers who will buy products endorsed by their onscreen idols.  Judging by the number of ads I have never seen and did not even know existed, I am assuming the gambit did meet expectations when it came to return on investment. But then I will let you be the judge of the celebrity marketing trend.

When I say an image is iconic, it has transcended its original purpose of product marketing, has had a lingering impact on popular culture because of its message,  it represents a significant milestone in fashion history, it is unique artistic artistic achievement, but most importantly it has endured the test of time and remains just as stunning, relevant or provocative today as when it was first published. 

Waiting in the wings is a new generation of faces so special, they are destined to become icons of the future.