# Masculine Perfume Marketing Jean Paul Gaultier's Ultra Male Fragrance Campaign is Rebellious By Jana Pijak | Published 2015-05-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fragrance-campaign References: [beautyscene.net](http://www.beautyscene.net/fragrances-for-men/jarrod-scott-jean-paul-gaultier-ultra-male/) & [jeanpaulgaultier](http://www.jeanpaulgaultier.com) Jean Paul Gaultier's [latest fragrance campaign](https://www.trendhunter.com/trends/paradigme-fragrance) features Jarrod Scott who channels a retro rebel in the ad. The Australian supermodel dons a slicked back hairstyle and sports a jean and t-shirt combo, paired with a leather jacket that he wears over his shoulders. Ultra Male is a fragrance that follows Jean Paul Gaultier's Le Male perfume and boast [masculine and rebellious campaign imagery](https://www.trendhunter.com/trends/tough-guys-soft-sweaters). This eye-catching fragrance ad marries the designer's retro sailor inspiration with [modern menswear staples](https://www.trendhunter.com/trends/luxury-menswear-campaign). In the ad, model Jarrod Scott also pulls off a sleeve of artistic tattoos and holds a viewer's gaze intensely. While millennial consumers are looking for innovative and engaging marketing techniques, they are also likely to respond to nostalgia, as seen in this marketing example. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 80% | Activity: 82% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Why This Trend Is Growing - **Retro-inspired Marketing:** Disruptive innovation opportunity: Brands can tap into nostalgia and incorporate retro elements into their marketing campaigns to attract millennial consumers. - **Engaging Fragrance Advertising:** Disruptive innovation opportunity: Businesses can create visually compelling fragrance advertisements that captivate consumers and spark their interest. - **Incorporating Tattoos in Branding:** Disruptive innovation opportunity: Brands can explore incorporating tattoos as a form of brand expression to resonate with modern consumers. ### Industries Being Reshaped - **Fashion and Fragrance:** Disruptive innovation opportunity: The fashion and fragrance industries can collaborate to create unique and captivating marketing campaigns that appeal to consumers. - **Advertising and Marketing:** Disruptive innovation opportunity: Advertising and marketing agencies can develop innovative techniques to engage consumers and effectively promote brands. - **Tattoo Industry:** Disruptive innovation opportunity: Tattoo artists and studios can explore partnerships with brands to incorporate tattoos into branding and marketing initiatives. ## Related on Trend Hunter - [Pride Month Perfume Packaging](https://www.trendhunter.com/trends/jean-paul-gaultier-perfume.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Sensually Masculine Fragrances](https://www.trendhunter.com/trends/jimmy-choo-man-extreme.md) - [Floral Garden-Like Fragrances](https://www.trendhunter.com/trends/jean-paul-gaultier-1.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Male Fragrance Expansions](https://www.trendhunter.com/trends/lynx-fine-fragrance.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Culturally Inspired Fragrances](https://www.trendhunter.com/trends/superdry-fragrance.md)