@merit
MERIT BeautyTraditional fragrance advertising has always cast women as the subject — a celebrity, usually running through the streets of Paris and jumping into the arms of a man. The goal is to make us want to be her, while the scent itself remains a mystery. With Retrospect, we set out to evoke a different kind of emotion. Rather than casting a face for the campaign, we asked five female photographers to capture Retrospect from their perspectives, placing women in the role of narrator — not subject. Each image, showcased in New York, LA, Chicago, London, and the @nytimes, offers a unique point of view on both Retrospect and our personal relationships with scent. It’s a new perspective — on modern fragrance. 1. Photographed by @laurenbamford, Los Angeles 2. Photographed by @hannatveite, New York 3. Photographed by @piariverola, London 4. Photographed by @yudi_ela, Chicago #meritbeauty #retrospect #fragrancetok #fragrance #perfumetok #perfume #ooh #advertising #marketing
On the profile · Nov 4, 2024