Marketing à la Mode: 7 Lessons from French Luxury Brands in Emily in Paris
French luxury brands like Baccarat and Vestiaire Collective have found creative ways to use Netflix’s hit series Emily in Paris to market to a U.S. audience. By integrating their products into the storyline, these brands have expanded their reach and connected with new demographics. Here's how business owners can learn from this strategy and incorporate similar techniques into their own marketing efforts.
1. Product Placement with Purpose
The key to successful product placement, as demonstrated by Baccarat, is to ensure it fits naturally within the story. When brands become part of the plot, it feels less like advertising and more like a meaningful connection. Find opportunities to seamlessly integrate your brand into media, events, or content that align with your company’s values and audience interests.
Tip: Avoid overt promotions that disrupt the experience. Instead, create organic connections that resonate with your audience on a deeper level.
2. Leverage Popular Culture
Shows like Emily in Paris offer exposure to large, diverse audiences, especially when they’re part of a cultural phenomenon. French brands recognized this and used the series to make their products part of the conversation, gaining visibility beyond traditional advertising.
Tip: Consider how your brand can align with popular trends, events, or media that your target audience consumes. Look for cultural moments that you can tie into to increase relevance.
3. Tell a Story Behind Your Brand
Incorporating brand history into marketing can create a powerful narrative. Baccarat did this by weaving the legacy of its Maison Baccarat and historical events into the show’s storyline. It wasn’t just about showcasing a product, but about telling the brand's rich history in an engaging way.
Tip: Share the story behind your business—its origins, values, and evolution. Stories help create an emotional connection with consumers and set you apart from competitors.
4. Capitalize on Existing Success
Baccarat’s entry into Emily in Paris was influenced by the popularity of its Rouge 540 fragrance on social media. By capitalizing on an already successful product, they were able to introduce a wider range of their offerings to a new demographic.
Tip: Identify your best-selling products or services and look for creative ways to expand their reach, whether through new collaborations, media placements, or targeted campaigns.
5. Create Limited Editions or Special Offers
One way to make a lasting impression is by offering something exclusive. Baccarat tapped into this by releasing a limited-edition Coeur Amor crystal inspired by the show. Limited editions create urgency and excitement, driving consumer interest.
Tip: Use special offers, limited-time products, or exclusive partnerships to create buzz and encourage customers to take action.
6. Host Events that Build Buzz
Baccarat didn’t stop with product placement—they hosted a party for the cast at their New York hotel, creating further visibility and generating press coverage. Events like this give brands a chance to foster relationships with influencers, generate content, and amplify brand exposure.
Tip: Organize or participate in events that align with your brand’s identity and target market. Whether virtual or in-person, events can generate buzz and create lasting impressions.
7. Measure and Leverage Results
Both Baccarat and Vestiaire Collective saw measurable results from their appearances in Emily in Paris—from increased Google searches to a rise in sales and social media followers. These metrics helped them understand the success of their strategies and plan for future opportunities.
Tip: Always track the results of your marketing efforts. Use data to gauge what works and refine your approach to maximize future success.
By learning from luxury brands like Baccarat and Vestiaire Collective, business owners can see how creativity, strategic storytelling, and cultural relevance can open up new markets and deepen engagement.