This report offers a critical comparison of two major fragrance campaigns - Dior Sauvage and Paco Rabanne Phantom - through the lens of visual communication and the representation of masculinity in advertising.

 

By analysing the imagery, tone, and stylistic choices of each campaign, the report explores how traditional versus futuristic masculinity is conveyed to target audiences.

 

Dior Sauvage, fronted by Johnny Depp, leans into raw, primal iconography - open landscapes, darkness, and rebellion - evoking a rugged, classic ideal of masculinity tied to strength and mystique. In contrast, Phantom embraces a futuristic, tech-driven aesthetic, using vibrant colours, metallic textures, and surreal imagery to depict a new kind of masculinity that is playful, self-aware, and boundary-pushing.

 

This visual analysis not only highlights the shifting codes of male identity in luxury fragrance marketing but also considers how gender performance is increasingly shaped by evolving cultural narratives and brand values.