Selling through silence: The rise of minimalism in luxury advertising case study: L’Azurde’s Ramadan campaign vs. Damas’s traditional approach 2022-2025

Josiane El Khoury ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 7, 557-562

Abstract: In luxury marketing, brand visuals and storytelling do more than show off wealth—they reflect values, cultural references, and emotional desires. During Ramadan, a spiritually meaningful time in the Middle East, brands often adjust their advertising to match the mood of the season. This paper looks at how two well-known jewelry brands, L’azurde and Damas, use different styles in their Ramadan campaigns to represent luxury. While Damas goes for a rich, traditional look with family-oriented storytelling, L’azurde takes a minimalist path, focusing on calm, spiritual elegance and modern femininity. These aren’t just style choices, they reflect different understandings of what luxury means to each brand’s audience. Through cultural and psychological analysis, the study explores how these two approaches connect emotionally with viewers. Findings show that both campaigns succeed, but they do so in different ways, depending on who they’re speaking to and how those people relate to tradition, age, and lifestyle.

Keywords: Luxury advertising; Luxury market; Brand perception; Brand equity; Ramadan campaign. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/10486/2491 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:7:p:557-562:id:10486

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().