Jean Paul Gaultier is recognizable for his fragrances, because he is one of the few that tell stories with every new release. The torso look-a-like bottles are also a sign of the house and is very known publicly for this. Thanks to giant sales of the perfumes, the designer was able to established himself and create an empire around his codes of fashion. Marines, laces, corsets… all of it is represented in the packaging of the different scents that open the world of JPG to the public mass. Nostalgia is a big fact right now in society and the brand is trying to tell different stories with hits from the past.
In this case, Le Male Fragrance by Jean Paul Gaultier has been the one that the brand want to put emphasis on with a new campaign. In these social media posts, the brand show different body shapes and different skin tones models that give a nonconformist vision of masculinity. In the society we live in, brands need to support this social causes because everyone need to feel represented in media. Also, it feels more energetic and youthful the perfume seeing men dancing and having fun. We love the iconic lavender smell mix with the shaving foam one, all of it with a touch of vanilla. But is a necessity presenting this known perfumes in a new way, where people from the new generation would be inspired by and want to wear them.