ShelleyHack: THE SIGNIFICANCE OF CHARLIE

There’s a fragrance that’s here today

And they call it…CHARLIE
A different fragrance that thinks your way
And they call it…CHARLIE
Kinda young, kinda now…CHARLIE
Kinda free, kinda WOW… CHARLIE
Kinda fragrance that ‘s gonna stay
And it’s here now…CHARLIE

screen captures of Shelley

from her first Charlie perfume commercial, 1976

So the jingle went, of one of the most successful advertising campaigns of all time, the Revlon Charlie advertising campaign of the 1970s. And in the spotlight was Shelley Hack, THE Charlie Girl. Although other girls came before her, it was Shelley’s commercial that sparked the imagination of many. Because of her, everybody wanted to be a Charlie Girl, even the young Oprah Winfrey.

The commercial began with her arriving in a New York club on her own, in her own car, a fabulous vintage car. She parked, sprayed on the fragrance and walked towards the club, throwing her hat in jest at the doorman who obviously knew her. She signed her name, Charlie, at the door and walked in. As she walked through the room, she was greeted by everyone she passed by and was regarded as the most fabulous person in the room. She then sat on her table and conversed with her waiting friend. Then the commercial ended.

It was such a simple commercial, but such an impactful commercial.

screen captures of Shelley

from her first Charlie perfume commercial, 1976

The commercial was first aired in the mid-70s when the women’s liberation movement was gaining ground. Women were changing. Gender roles were evolving. At the time, it was perceived that, ideally, women needed men to gain any kind of fulfillment in life. The only roles that women were supposed to aspire to involved men. Women needed to attract a man. Women needed to marry a man. Women needed to have children with a man. Women needed to take care of her children with that man. Women needed to be all those to become fulfilled.

Consequently, in advertising, women were portrayed in such a way that this “ideal” was realized. Commercials catering to women portrayed women as girlfriends, housewives, secretaries, nurses, grandmothers, etc. Women were always in roles where they were subordinates to men.

screen captures of Shelley

from her first Charlie perfume commercial, 1976

In the fragrance world, the message was that women needed their fragrance in order to attract the man of her dreams. And this is where the Revlon Charlie ad campaign differed and stood out from the rest.

The Revlon Charlie commercial portrayed women as independent.

The norm at the time dictated that an escort was to accompany a woman when she went out at night. But THE Charlie Girl was out on her own and driving her own car at that (and her car was fab). When she arrived at the club, the doorman knew her. When she entered the club, everybody there knew her. She had been at there before, and she was celebrated by all. This was her lifestyle. This was her fabulous independent lifestyle. This was THE Charlie Girl’s fabulous independent lifestyle. This was the true message of the commercial, that a woman could be independent, fabulous and happy about it.

And this was the reason why this advertising campaign was so groundbreaking. The revolutionary idea of an independent woman was, in part, sown when this particular commercial debuted (and further ingrained with the consequent slew of more Charlie perfume commercials and print ads with Shelley.)

screen captures of Shelley

from her first Charlie perfume commercial, 1976

And at the center of the campaign was the woman everyone wanted to emulate, Supermodel Shelley Hack. The way she portrayed THE Charlie Girl was a big key in the success of the campaign. Shelley was vibrant and a breath of fresh air. She was beautiful, almost androgynously so, something the campaign took full advantage of. She had this air of elegance and complete confidence, yet she seemed so approachable. But most importantly, she had that smile that said it all. It said, “Yes, I’m independent, fabulous, happy and I have it all.”

Check out the commercial at
Revlon "Charlie" Ad with Shelley Hack & Bobby Short 1970s
https://www.youtube.com/watch?v=9Sn8H42FZcI
(highlight the link, right click
and choose "Open Link in New Tab" option)

thanks to fabtv for posting