Experts in Skincare

I saw this life-size display in a Marionnaud storefront a couple of days ago. It is a German-language Clarins advert and the text reads: "your experts in skincare".

You can't quite see this here, but the model's underpants are semi-transparent. And the poster is sized and positioned in such a way, so that the viewer's gaze is directed at the space above the bicycle saddle. Right.

In terms of the psychology of advertising, I think this poster is very Austrian: freikörperkultur, health as the path to sexiness, sun worship, golden hair, long legs, lean muscles, and a symbol of an active lifestyle - in this case a sporty bicycle. Whoever came up with the ad was clearly trying to evoke stereotypical cultural ideals. I don't suppose too many people notice that the saddle is set too low...

Posted in: fashion industry,urban cycling,Vienna