In a viral video made by the Mexican tiktoker Frank Moreno intends to unravel some of these thanks to an interview he had with César Val, director of promotion of brands such as Valentino, Prada or Carolina Herrera.
The video, which lasts just one minute, has gone viral on the aforementioned social network, which has already been shared more than 36,000 times, in which it explains the reasons why models and celebrities are asked to who are part of these campaigns don’t smile in ads for luxury brands.
“In luxury we say that each inch of smile lowers the price by 3%,” says Val. The promotion professional points out that “luxury brands do not communicate to sell, but to seduce”. It is for this reason that this element is used, says Val, it is what he calls a distance seduction: “That distance that gives the aura of aspirationality.”
@frankmoreno_ In luxury marketing there are no smiles💎 🫢 César Val, director of brands such as Valentino, Prada and CH explains why…
♬ Luxury fashion (no vocals) – TimTaj
The head of luxury brands points out that this is an inverse criterion in what he calls “mass consumption”, in which the advertisements for brands with high levels of consumption, such as Coca Cola, all appear smiling. The reason for a gesture like this is in everyday life, “because they are family brands that are part of everyday life and luxury brands are not, they are for extraordinary moments”. “To seduce from a distance they erase the smile,” Val stressed.
Because they are family brands that are part of everyday life and luxury brands are not, they are for extraordinary moments
Val also remembers the examples of the most serious faces in famous people like Dua Lipa or Lenny Kravitz, these are the faces of different luxury brands, and in their campaigns it is normal to notice that they don’t even look at the camera or wear sunglasses.