Moschino Perfumes

Marketers amongst you will appreciate the humour, irony and irreverence used by Moschino and their Creative Director, Jeremy Scott, in their fragrance advertising. 

As an example, Jeremy Scott’s first fragrance release for the brand was a Teddy Bear disguised as a perfume bottle with the tagline, ‘I Am Not A Toy’. Moschino Toy sold out immediately and was the blueprint for future Moschino fragrances to create buzz, excitement and huge queues. 

Moschino pulled similar tricks with Fresh Couture Eau de Toilette which they packaged in a cleaning spray bottle as a play on the mundane nature of common glass cleaner.

Moschino were making fragrances before Jeremy Scott came along. Their first fragrance, Moschino for Women, was launched in 1987 and the male equivalent, Moschino for Men came shortly after in 1990. Scott has simply reformed the way they are marketed and stamped his wackiness and sophistication on it. 

Nowadays, the hilarity ensues through the Cheap and Chic Eau de Parfum, which although looks like a Coca-Cola bottle isn’t in the same way as Toy and Fresh Couture.