Le Parfum S'affiche Quand Les Artistes Réinventent La Publicité

Exhibition at the Musée International de la Parfumerie, Grasse, 16 June - 1 October 2023

At the turn of the 20th century, creating the image of a perfume was the task of the greatest illustrators, who exhibited their colourful creations in the streets. Jules Chéret, Alfons Mucha and then Leonetto Cappiello put their talent at the service of the most famous perfumers.

Later, with the development of printing and audiovisual techniques, photographic images by Helmut Newton, Herb Ritts and Jean-Paul Goude, followed by cinematographic images by Jean-Pierre Jeunet, Sofia Coppola and Martin Scorsese, became the norm, until social networks appropriated and developed these codes.

This exhibition catalogue, devoted to the brand creation process, shows how the visual codes of perfume advertising campaigns have evolved over more than a century. It brings together the Musée de la Parfumerie's rich collection of posters, advertisements, bottles, perfume cards, advertising and printing objects in their historical and stylistic context.