Perfume is displayed. When artists reinvent advertising

Exhibition Catalogue “Perfume is displayed. When artists reinvent advertising”, presented at the International Museum of Perfumery, Grasse (June 16 - October 1, 2023).

At the turn of the twentieth century, advertising images for perfumes were created by the greatest illustrators, whose highly colourful work was displayed in the streets. Artists such as Jules Chéret, Alphonse Mucha, and Leonetto Cappiello put their talent at the service of the most famous perfumers. Later, with the development of printing and audiovisual techniques, the photographic images of Helmut Newton, Herb Ritts, and Jean- Paul Goude, and the cinematographic images of Jean-Pierre Jeunet, Sofia Coppola, and Martin Scorsese became the norm, until recently, when social media appropriated and developed these codes.

This book provides an excellent opportunity to present the rich collection of posters, advertisements, perfume bottles, scented cards, and advertising and printed objects in the Musée International de la Parfumerie, while setting them in their historical and stylistic context.