Marketing
Marketing for Drakkar Noir has focused on themes of masculinity, sensuality, decadence, darkness, and lust.[11][12][13] The name Drakkar is derived from the word drekar, a type of Viking longship, invoking the "virile charm" associated to the Viking warriors.[14] The fragrance's name also has a similar sound to Count Dracula, a fictional vampire known for his seductive cruelty; through the name, themes associated with Dracula are believed to become unconsciously associated with the fragrance in the mind of consumers.[11][13]
Print advertisements for Drakkar Noir have visually emphasized these themes. One ad displayed the fragrance bottle in the center of the page on a dark background, with a beam of light crossing the page and not touching the bottle; this lack of illumination serves to emphasize the bottle.[13] The dark visuals of the ad are intended to subconsciously evoke mystery, sensuality, and forbidden pleasures. Another ad portrayed a man's unclothed arm from just below the wrist, gripping a bottle of Drakkar Noir. A woman's hand with long, red-painted nails assertively grips his bare arm at the wrist. The ad portrays masculine strength and the female desire for security in that strength.[15] The ad was re-shot for the United Arab Emirates (UAE) to accommodate cultural differences: in the UAE version, the man is wearing a suit, and the woman's fingers are lightly grazing his hand in a more subordinate fashion.[15][16] The overall effect was to reduce the amount of bare skin displayed and to make the contact less obviously intimate, in accordance with Arabic cultural norms, without reducing the attractiveness of the image.[15]
From 1986 to 1991, a TV commercial for the fragrance featured a mysterious young man engaging in masculine activities such as archery, nightclubbing, and flirting with a beautiful woman.[6] From 1991 to 1993, another TV commercial featured a boxer and his girlfriend, played by supermodel Stephanie Seymour. The print advertising campaign was photographed by Herb Ritts.[17] In 1994, a new commercial, shot by director Jean-Baptiste Mondino, was introduced. It depicted a rock star amongst his wildly excited fans.[18] In 2013, a new commercial was released featuring the Brazilian football player Neymar, photographed again by Jean-Baptiste Mondino, promoting social inclusion through sport.[19]
In 1993, Guy Laroche offered a promotional CD, Best of Rock, with every purchase of Drakkar Noir. The CD featured tracks by Jimi Hendrix, Rod Stewart, and others.[20] In 2002, L'Oréal signed a US$10 million sponsorship agreement for NASCAR race driver Dale Earnhardt Jr. to endorse Drakkar Noir.[21]
