Abstract

This article draws on mythology, specifically archetypal images of womanhood and goddesses in Celtic mythology, to demonstrate how marketers refer to myths to endow their brands with powerful and compelling elements. It traces how cultural myths of womanhood have functioned in history, and how they are continually being re-created and re-presented in the marketplace in order to fire the imaginations of consumers. Such marketing strategies enable consumers to invoke and partake of the powerful associations encapsulated in perfume brands, associations that contribute to this product category's enduring appeal and allure in the marketplace.