One of the most successful examples of product placement was Reese’s Pieces in the movie “E.T.”, which came out in 1982. But it was far from the first product placement to occur in film. That likely occurred in 1896 with the Lumière brothers’ short films, specifically in Washing Day in Switzerland, featuring Lever Brothers’ Sunlight soap.
As for fragrances, significant early examples include Guerlain perfumes appearing in films like Working Girl, while more direct, intentional placements, like Chanel’s elaborate “No. 5 The Film” (2004) directed by Baz Luhrmann, marked a new era, though earlier films like An American in Paris (1951) featured visible, though perhaps accidental, bottles of Shocking by Elsa Schiaparelli.
I have noticed a few fragrance mentions in various films and TV shows. Here are some of the most notable ones.
1. Chanel No.5 EDP
| Highlights | Details |
|---|---|
| Brand | Chanel |
| Best for | Women |
| Fragrance Family | Floral Aldehyde |
| Notes | Top: Aldehydes, Ylang-Ylang, Neroli, Bergamot, and Peach Middle: Iris, Jasmine, Rose, and Lily-of-the-Valley Base: Sandalwood, Oakmoss, Vanilla, Patchouli, and Vetiver |
| Release year | 1986 |
| Projection | Moderate |
| Perfumer | Jacques Polge |
Chanel No. 5 isn’t just notable for being a product placement in film; it was also one of the first celebrity-endorsed perfumes (though accidental), which changed the relationship between fragrance brands and celebrities forever.
But the time the iconic Chanel No. 5 bottle showed up in a film and stood out to me for the major symbolism behind its placement was when it appeared in the 2010 movie Black Swan. In the film, Nina Sayers (Natalie Portman) steals the perfume bottle from her rival’s dressing room and later positions it face down. This act transforms the bottle into a symbolic talisman that embodies Nina’s intense focus on winning the lead role, her longing for it, and her yearning for the alluring and formidable sensuality she perceives in her rival.
2. Chanel Bleu de Chanel EDP
| Highlights | Details |
|---|---|
| Brand | Chanel |
| Best for | Men |
| Fragrance Family | Woody Aromatic |
| Notes | Top: Grapefruit, Lemon, Mint, Bergamot, Pink Pepper, Aldehydes, and Coriander Middle: Ginger, Nutmeg, Jasmine, and Melon Base: Incense, Amber, Cedar, Sandalwood, Amberwood, Patchouli, and Labdanum |
| Release year | 2014 |
| Projection | Moderate |
| Perfumer | Jacques Polge |
Another Chanel classic that you’d think would be mentioned in film and media way more is Bleu de Chanel. But surprisingly enough, it isn’t. This isn’t to say that it isn’t mentioned at all. While the fragrance bottle was not shown in this specific show, it was name-dropped.
The show I’m hinting at here is “You,” season 3, to be exact. Joe and Love’s neighbour, Cary Conrad, asks: Is that Bleu de Chanel, and Joe thinks to himself, “no Cary, it’s soap.
3. Chopard Casmir EDP
| Highlights | Details |
|---|---|
| Brand | Chopard |
| Best for | Women |
| Fragrance Family | Amber Vanilla |
| Notes | Top: Peach, Coconut, Mango, Fruits, and Bergamot Middle: Geranium, Jasmine, Floral Notes, and Lily-of-the-Valley Base: Vanilla, Amber, Sandalwood, Musk, Patchouli, and Woodsy Notes |
| Release year | 1992 |
| Projection | Moderate |
| Perfumer | Michel Almairac |
This warm, amber vanilla fragrance, launched in 1992, symbolises sensuality and mystery. This is why I believe (though many might disagree) that it was the perfect fragrance for “The Woman,” Irene Adler, in the TV show Sherlock.
Chopard Casmir was famously featured in the BBC Sherlock series as the signature scent of Irene Adler, used by her to seduce Sherlock Holmes in the episode “A Scandal in Belgravia” (Season 2, Episode 1). Many fans believe it’s not the scent for her, mainly because of the affordable price point. But I believe it was chosen to make a point. The point being, there is no price tag on elegance.
4. Clinique Happy EDP
| Highlights | Details |
|---|---|
| Brand | Clinique |
| Best for | Women |
| Fragrance Family | Floral Fruity |
| Notes | Top: Orange, Blood Grapefruit, Indian Mandarin, Bergamot, Apple, and Plum Middle: Lily-of-the-Valley, Freesia, Rose, and Orchid Base: Mimosa, Lily, Magnolia, Musk, and Amber |
| Release year | 1998 |
| Projection | Moderate |
| Perfumer | Jean Claude Delville and Rodrigo Flores-Roux |
Clinique Happy Clinique was featured in a cult classic film. The no other “Juno.” This fragrance is displayed on the bathroom vanity of Vanessa Loring (Jennifer Garner’s character), alongside other products, including Clinique’s Moisturising Cream.
Happy by Clinique is an uplifting, fresh, citrusy-floral scent. It is often described as a simple, inoffensive, “grab-and-go” fragrance perfect for daytime and office wear, with notes of grapefruit, mandarin, lily, and freesia creating a sunny, energetic vibe. Quite fitting for a movie like Juno, I’d say.
5. Yves Saint Laurent Pour Homme (Discontinued)
| Highlights | Details |
|---|---|
| Brand | Yves Saint Laurent |
| Best for | Men |
| Fragrance Family | Woody Aromatic |
| Notes | Top: Lemon, Lavender, Lemon Verbena, Petitgrain, and Bergamot Middle: Rosemary, Geranium, Brazilian Rosewood, Marjoram, Clary Sage, and Carnation Base: Vetiver, Musk, Patchouli, Cedar, Sandalwood, Tonka Bean, and Amber |
| Release year | 1971 |
| Projection | Moderate |
| Perfumer | Raymond Chaillan |
Unfortunately for those of you reading this article hoping to get your hands on these fragrances, our next mention happens to be discontinued. While you can’t get a new bottle of this woody aromatic men’s scent, you might be lucky enough to find it on eBay.
In the film American Psycho, the character Patrick Bateman, played by Christian Bale, possesses Yves Saint Laurent Pour Homme cologne and deodorant in his meticulously curated bathroom. This detail highlights the movie’s portrayal of Bateman’s excessive grooming habits and his fixation on expensive products. In contrast, the book version of the story reveals Bateman’s aversion to brands such as Polo and Drakkar Noir.
6. Lancome Tresor EDP
| Highlights | Details |
|---|---|
| Brand | Lancome |
| Best for | Women |
| Fragrance Family | Amber Floral |
| Notes | Top: Peach, Rose, Apricot Blossom, Lilac, Pineapple, Lily-of-the-Valley, and Bergamot Middle: Rose, Iris, Heliotrope, and Jasmine Base: Peach, Apricot, Sandalwood, Vanilla, Amber, and Musk |
| Release year | 1990 |
| Projection | Moderate |
| Perfumer | Sophia Grojsman |
In HBO’s Big Little Lies, the presence of a Lancôme Trésor bottle in the Kleins’ bathroom speaks volumes about Celeste’s character and the show’s affluent Monterey setting. The choice of Trésor subtly enhances the narrative by reflecting Celeste’s complex persona and the carefully curated image she presents to the world.
Trésor, launched in 1990, is a classic fragrance known for its warm, powdery, fruity-floral amber composition and gem-like bottle. The fragrance is meant to evoke feelings of romance and passion, highlighting the contrast between Celeste’s public image and her private turmoil.
Have you noticed any fragrance mentions or placements in the shows you watch?! Let us know in the comments!
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