THE SAFETY PIN

What if you could be your own kind of princess in a modern world?

 

An advertisement campaign for a legendary fragrance that aims to introduce a new and multifaceted generation to Vera Wang fragrances. 

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Launched in 1990 as a Bridal Brand, Vera Wang has been able to dominate different areas of the industry including fragrance. I found its early 2000s campaigns for Princess by Vera Wang released in 2006. The conventional depiction of a Princess adorned with a crown and flowers piqued my interest and made me wonder “What if we showed what a princess is like in the early 2020s?” As a Fashion Marketing and Management major in my 3rd-4th year, I realized that I have not tackled a beauty or fragrance project before.

 

With this new challenge, I dove into research and came upon the notes within the fragrance (Water Lily, Apple and Dark Chocolate, and Woodsy Notes), which I used as imagery for the composition so that people associated these scents and tastes with the fragrance. I then styled myself and my model in a way that is true to who we are, since we are all princesses no matter what we wear or what we do, but also in a cohesive way that aided in telling the story. With this mock ad campaign, I aimed to show that this scent is not just for “girly girls” but all women who wish to smell heavenly for a reasonable price and treat themselves like the princess that they are every day.