The lingerie brand Aubade was created in 1958 by Claude Pasquier. The brand gained recongnition in the 90’s, thanks to an adverstising campaign called “Les leçons de seduction” (in English “The seduction lessons”).
Today, Aubade has a very strong brand awareness in France and can be proud to say that it is the favorite brand of men.
Inspired from “amour courtois” (“chivalrous love”), even the name Aubade suggest seduction. Back in the 60’s, this approach was highly innovative and initiated a small revolution, at a time when lingerie was considered as a utility and not a seduction tool. Aubade was one of the first brand to present lingerie as a pleasure for one’s self, for one’s man and an affirmation of women’s feminity.
Les Leçons de séduction
At first glance, the recipe was quite simple: allow women to identify to models with a perfect body whom faces stay hidden. Add to that a little humor with women who mastered the seductive power, and who play with men by sending them seductive messages. A revolutionary campaign: women giving “lessons” to other women to try to charm their man!
This Black&White campaign that everybody loves hasn’t gotten old, when celebrating its 100th: still Black&White again, same humor, only the models and photographers have changed.
Selin K.
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