The marketing of perfume involves more than just selling an aroma. As perfume maker Serge Lutens once said, "It is potentially a carrier for the imagination. Perfume is thick; it is poison and pure desire; it is eros in person." To successfully advertise a fragrance, you must tap into the human psychology and link your brand with a desirable abstract idea, such as passion, femininity or masculinity. This is why so many perfume advertisements are erotic in nature.