Issue 4, 2010

Andreeva A. N., Girinova O. A. Shalimar: Perfume of the Century or Destruction of a Legend? (Case Study).

Shalimar perfume brand has been around 85 years. Since its creation in 1925 untill the present time, Shalimar is actively promoted through print advertising campaigns. Did advertising communications support Shalimar’s brand identity for decades or vice versa — destroyed the legend of French perfumery — are the main questions to be answered after an acquaintance with the materials of this case study. Keywords: Perfumes, Print Advertising, Guerlain, Shalimar, Brand Identity, Brand Personality.

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