France

Scented Candles
Advertising in
Contemporary Society

Vaibhav Shah
37
TYBMM

Officially the French Republic is a unitary sovereign state. By

area, France is the 42nd largest country in the world but the
largest country in Western Europe and the European
Union (EU), and the third largest in Europe as a whole.

POPULATION
Population of France is 67 million, it is the 20th most
populated country and the second-most populated
country in the EU. As per January 2013 66,394,000
people lived in the French Republic. 63,702,000 of
these lived in Metropolitan France, whereas
2,692,000 lived in the French overseas departments
and territories.
France was historically Europe's most populous
nation.
The population for:
0-14 Years is 18.7%
15-54 years is 50.5%
55- 64yearsis12.5%
65 and above is 18.3%
LANGUAGE
The languages of France include the French
language and some regional languages. The French
language is the only official language of France
according to the second article of the French
Constitution, and is by far the most widely spoken.
Several regional languages are also spoken to varying
degrees as a secondary language after French, such
as German dialects (Alsacian 1.44%), Celtic
languages (Breton 0.61%) and other Gallo-Romance
languages (Langues d'Ol 1.25%, Occitan 1.33%). Some
of these languages have also been spoken in

neighboring countries, such as Belgium, Germany,

Switzerland, Italy or Spain.
RELIGION
France is a secular country where freedom of thought
and of religion is preserved. Church and state have
been legally separated since 1905. About 86% of the
population is nominally Roman Catholic, but church
officials claim that very few are practicing members of
the church. About 2% were Protestant,
mostly Calvinist or Lutheran. 7 to 8 % are Muslims. Jews
and Baha'is each makes up about 1%. About 4%
subscribed to no religion at all- Atheism.
The majority of the French population comprises of
Roman Catholics were candles are placed before a
statue of Jesus or of the Blessed Virgin Mary. Candles
are lit for prayer intentions. To "light a candle for
someone" indicates one's intention to say a prayer for
another person, and the candle symbolizes that prayer.
A votive candle or prayer candle is a small candle,
typically white or beeswax yellow, intended to be burnt
as a votive offering in a religious ceremony. It now also
refers to a standard size of candle two inches tall by
one and a half inches diameter, of any color or scent.
The use of aroma candles is a very integral part of their
customs and religion, thus scented candles will be a
success in France.

ART

The origins of French art were very much influenced

by Flemish art and by Italian art at the time of the
Renaissance. Jean Fouquet, the most famous medieval
French painter, is said to have been the first to travel to Italy
and experience the Early Renaissance at first hand.
The 17th century was the period when French painting
became prominent and individualized itself through
classicism
In the second part of the 19th century, France's
influence over painting became even more important,
with the development of new styles of painting such
as Impressionism and Symbolism.
Many museums in France are entirely or partly devoted
to sculptures and painting works. Modern works are
presented in the Muse National d'Art Moderne. Three
state-owned museums welcome close to 17 million
people a year.
In the Middle Ages in Europe, tallow candles were the most
common candles. By the 13th century, candle making had
become a guild craft in England and France. The candle
makers (chandlers) went from house to house making
candles from the kitchen fats saved for that purpose, or
made and sold their own candles from small candle shops.
The historic art forms also is embedded with use of candles.
SCIENCE
Since the Middle Ages, France has been a major
contributor to scientific achievement. Around the
beginning of the 11th century Pope Sylvester
II reintroduced the abacus and armillary sphere, and
introduced Arabic numerals and clocks to northern and
western Europe. The University of Paris, founded in the
mid-12th century, is still one of the most important
universities in the Western world.
The Age of Enlightenment was marked by the work of
biologist Buffon and chemist Lavoisier, who discovered

the role of oxygen incombustion, which aimed to give

access to "useful knowledge" to the people, a
knowledge that they can apply to their everyday life.
It is common practice by the elderly in France and also a
norm in French society where candles are metaphorically
used as a light of enlightenment from the dark. This gives a
scented candles great market spreading light and fragrance
together.
CINEMA
France has historical and strong links with cinema, with
two Frenchmen, Auguste and Louis Lumire (known as
the Lumire Brothers) having created cinema in 1895.
France remains a leader in filmmaking, as of 2006
producing more films than any other European country.
The nation also hosts the Cannes Festival, one of the
most important and famous film festivals in the world.
Although the French film market is dominated
by Hollywood, France is the only nation in the world
where American films make up the smallest share of
total film revenues, at 50%, compared with 77% in
Germany and 69% in Japan. French films account for
35% of the total film revenues of France, which is the
highest percentage of national film revenues in the
developed world outside the United States, compared
to 14% in Spain and 8% in the UK.
SPORTS
Popular sports played in France include football, judo,
tennis and basketball. France has hosted events such as
the 1938and 1998 FIFA World Cups, and the 2007
Rugby World Cup.
France hosts the annual Tour de France, the most
famous road bicycle race in the world.
Several major tennis tournaments take place in France,
including the Paris Masters and the French Open, one of
the four Grand Slam tournaments.

The French love their sports as well as their sportsmen. A lot

of physiotherapist resort and advice aromatherapy for
relaxation purposes for the athletes. Massages after their
match alongside scented candles is highly practiced
relaxation technique adopted in modern times. Customized
powerful scented candles can be designed for the
sportsmen.
CUISINE
French cuisine consists of cooking traditions and practices
from France, famous for the rich tastes and subtle nuances
with long and rich history. France, a country famous for its
agriculture and independently minded peasants, was long a
creative powerbase for delicious recipes, that are both
healthy and refined.
Food and wine are central to life at all socioeconomic
levels, and much socializing is done around lengthy
dinners.
Bread is central to any meal, and it is commonplace to
see long, crusty baguettes being carried home. Cheese
is also an essential part of any French meal.
While cooking styles have changed to emphasize lighter
fare, many still associate French cooking with heavy
sauces and complicated preparation.
France has a very diversified cuisine which gives rise to
tons of restaurants and bars, there is no secret about
France being the romantic country in the world many
couplets go for a candlelight dinners on various
occasions.
Restaurants have special tables for such type of dinners
and the popularity is over the top in this part of Europe.
CULTURE AND LIFESTYLE
France has been a center of Western cultural
development for centuries. Many French artists have
been among the most renowned of their time, and

France is still recognized in the world for its rich cultural

tradition.
France receives the highest number of tourists per year,
largely thanks to the numerous cultural establishments
and historical buildings implanted all over the territory.
It counts 1,200 museums welcoming more than
50 million people annually.
Most people associate French culture with Paris, which
is a center of fashion, cuisine, art and architecture, but
life outside of the City of Lights is very different and
varies by region.
The French embody romance and passion, and there is
an open attitude toward sex outside of marriage.
Aforementioned romance is also an integral part of
Frances culture rated as the most romantic country in
the world for its mystic destinations and enduring sites,
newlyweds or companions come to France as tourists to
experience the beauty of France. Scented candles are
found in all the hotel rooms in France, it is considered to
enhance the allure of the room for the mates. This is
the biggest market for the sale of scented candles and
it guarantees its success in France.
ETIQUETTE & CUSTOMS IN FRANCE

MEETING ETIQUETTE
The handshake is a common form of greeting.
Friends may greet each other by lightly kissing on the
cheeks, once on the left cheek and once on the right
cheek.
First names are reserved for family and close friends.
Wait until invited before using someone's first name.
You are expected to say 'bonjour' or 'bonsoir' (good
morning and good evening) with the honorific title
Monsieur or Madame when entering a shop and 'au
revoir' (good-bye) when leaving.
If you live in an apartment building, it is polite to greet
your neighbours with the same appellation.

GIFT GIVING ETIQUETTE

Flowers should be given in odd numbers but not 13,

which is considered unlucky.
Some older French retain old-style prohibitions against
receiving certain flowers: White lilies or chrysanthemums
as they are used at funerals; red carnations as they
symbolize bad will; any white flowers as they are used at
weddings.
Prohibitions about flowers are not generally followed
by the young. When in doubt, it is always best to err on the
side of conservatism.
If you give wine, make sure it is of the highest quality
you can afford. The French appreciate their wines.
Gifts are usually opened when received.
BUSINESS ETIQUETTE AND PROTOCOL IN FRANCE
RELATIONSHIPS & COMMUNICATION

French business behavior emphasizes courtesy and a

degree of formality.
Mutual trust and respect is required to get things
done.
Trust is earned through proper behavior.
Creating a wide network of close personal business
alliances is very important.
If you do not speak French, an apology for not
knowing their language may aid in developing a
relationship.
It is always a good idea to learn a few key phrases,
since it demonstrates an interest in a long-term
relationship.
The way a French person communicates is often
predicated by their social status, education level, and
which part of the country they were raised.

In business, the French often appear extremely direct

because they are not afraid of asking probing questions.

Written communication is formal. Secretaries often

schedule meetings and may be used to relay information
from your French business colleagues.

BUSINESS MEETINGS ETIQUETTE

Appointments are necessary and should be made at

least 2 weeks in advance.
Appointments may be made in writing or by
telephone and, depending upon the level of the person you
are meeting, are often handled by the secretary.
Do not try to schedule meetings during July or August,
as this is a common vacation period.
If you expect to be delayed, telephone immediately
and offer an explanation.
Meetings are to discuss issues, not to make decisions.
Avoid exaggerated claims, as the French do not
appreciate hyperbole.
Dress Etiquette

Business dress is understated and stylish.

Men should wear dark-coloured, conservative
business suits for the initial meeting. How you dress later is
largely dependent upon the personality of the company
with which you are conducting business.

Women should wear either business suits or elegant

dresses in soft colours.

The French like the finer things in life, so wear good

quality accessories.

BUSINESS CARDS

Business Cards are exchanged after the initial

introductions without formal ritual.

Have the other side of your business card translated

into French. Although not a business necessity, it
demonstrates an attention to detail that will be
appreciated.

Include any advanced academic degrees on your

business card.

French business cards are often a bit larger than in

many other countries.
CLOTHING AND FASHION
France is a leading country in the fashion industry,
along with Germany, Italy, the USA,
the UK, Spain, Japan, Switzerland, etc. Fashion is an
important part of the country's cultural life and society,
and the French are well known for good taste.
France has many famous designers.
French design became prominent during the 15th
century through the 20th century, when artistic
development in France was at its peak.
Paris is regarded as the world fashion capital, and
spread throughout the city are many fashion boutiques.
A majority of the major French fashion brands, such
as Chanel, Louis Vuitton, Dior, Lacroix, are currently
headquartered in the city. Numerous international
fashion labels also operate shops in Paris, such
as Valentino, Gucci, Loewe, Escada, Bottega
Veneta, Burberry, including an Abercrombie &
Fitch flagship store which has become a main consumer
attraction. Paris hosts a fashion week twice a year,
similar to other international centers such as Milan,
London, Tokyo, New York, Los Angeles and Rome.

 The Paris Milan Fashion Week is the biggest event in the

Fashion industry watched by millions across the globe.
CLIMATIC CONDITIONS IN FRANCE
A temperate climate in the north; northeastern areas have a
more continental climate with warm summers and colder
winters. Rainfall is distributed throughout the year with some
snow possible in winter in most areas.
ECONOMY
France has the world's fifth-largest economy by nominal
figures and the ninth largest economy by PPP figures. It has
the second-largest economy in Europe in nominal figures,
based on the dynamic industrial structure of the French
economy.
As of 2002, France is the world's 5th and Europe's 2nd
largest national economy by nominal GDP.

After the turn of the millennium, wealth per adult grew

very strongly in France, tripling in value between 2000
and 2007.

France's economy entered the recession of the late

2000s later and appeared to leave it earlier than most
comparable economies, only enduring four-quarters of
contraction.
Between January and March 2011, France's GDP growth
had been stronger than expected at 0.9% but shrunk
between April and June 2011 decreasing by 0.1%.
However, in 2012 growth was stagnant, and in the final
quarter of 2013 the French economy was growing at a
slow rate of 0.3%.

 Fast growing and positive economy points to

sustainability for any business to flourish in France, so
setting up a business for scented candles is safe in the
nation.
GOVERNMENT
The government of the French Republic is a semipresidential system determined by the French
Constitution of the fifth Republic. The nation declares
itself to be an "indivisible, secular, democratic, and
social Republic"
The national government of France is divided into
an executive, a legislative and a judicial branch.
The President shares executive power with his or her
appointee, the Prime Minister.
LEGAL ASPECTS IN ADVERTISING
Legal aspects in advertising refers to rules defining the
ways in which products can be advertised in a
particular country or region. It can be defined with a
wide number of different aspects such as placement,
timing and content.
Restrictions exist on ads that 'might result in harm to
children physically, mentally or morally.
The French advertising self-regulatory organizations
goal is to maintain high standards in terms of legal,
honest, and truthful advertising, which is in the interest
of both the consumers and the advertisers. Its mission
is to uphold the balance between creativity as well as
the advertisers freedom of expression and the
responsibility and respect due to consumers. This is at
the heart of the advertising self-regulatory system.
Claude Evin: minister of health, 1988-1991stated:
Protect youth and public health

 Alcohol advertising is prohibited on television on radio

between 5pm and midnight and on Wednesdays, in
printed media targeted at kids and teenagers.
Alcohol advertising is allowed otherwise in other printed
media, on radio between midnight and 5pm, leaflets,
posters, billboards,fairs, delivery trucks, merchandising.
Since 2009, on the Internet, except on websites
targeting youth or related to sports.
One obligation i.e. a health warning should be given
Too much alcohol is dangerous for your health. It is
compulsory on all alcoholic beverage advertising.
In regard to Tobacco, all packets of cigarettes must now
display a health warning and a limit is imposed on the
tar content of cigarettes.
Additionally, packets must display tar, nicotine and
carbon monoxide content contained in cigarettes. A
health warning covering no less than 30% of the
packaging is required, and, as other EU member states
do, the protection of the interests of children in France
is very important. Therefore, the sale of cigarettes to
minors under 16 is illegal in France.
Their underlying principles are that promotions should:
Be legal, decent, honest and truthful. Adhere to
principles of fair competition. Be prepared with a sense
of responsibility towards consumers and society.
Overall, French law on advertising reflects a common
desire to ensure public health, particularly in the areas
of tobacco and alcohol
MEDIA
Compared to other developed countries, the French do
not spend much time reading newspapers, due to the
popularity of broadcast media. Best-selling daily
national newspapers in France are Le Monde and Le
Figaro, with around 300,000 copies sold daily,
The most influential news magazine are left-wing Le
Nouvel Observateur, centrist L'Express and right-

wing Le Point (more than 400.000 copies),s but the

highest circulation for weeklies is reached by TV
magazines and by womens magazines, among
them Marie Claire and ELLE, which have foreign
versions.
In 1974, after years of centralized monopoly on radio
and television, the governmental agency ORTF was split
into several national institutions, but the three alreadyexisting TV channels and four national radio
stations remained under state-control. It was only in
1981 that the government allowed free broadcasting in
the territory, ending state monopoly on radio. French
television was partly liberalized in the next two decade
with the creation of several commercial channels,
mainly thanks to cable and satellite television. In 2005
the national service Television Numrique
Terrestre introduced digital television all over the
territory, allowing the creation of other channels.
The four existing national channels are now owned by
state-owned consortium France Televisions, while public
broadcasting group Radio France run five national radio
stations. Among these public media are Radio France
International, which broadcasts programs in French all
over the world, and Franco-German TV channel TV5
Monde. In 2006, the government created global news
channel France 24. Long-established TV
channels TF1 (privatized in 1987), France 2 and France
3 have the highest shares, while radio
stations RTL, Europe 1 and state-owned France Inter are
the least listened to.

HOFSTEDES MODEL
If we explore French culture through the lens of the 6-D
Model, we can get a good overview of the deep drivers of
Frances culture relative to other world cultures.

Powerdistance
This dimension deals with the fact that all individuals in
societies are not equal it expresses the attitude of the
culture towards these inequalities amongst us. Power
distance is defined as the extent to which the less powerful
members of institutions and organizations within a country
expect and accept that power is distributed unequally.
With a score of 68, France scores fairly high on Power
Distance. Children are raised to be emotionally dependent,
to a degree, on their parents. This dependency will be
transferred to teachers and later on to superiors. It is,
therefore, a society in which a fair degree of inequality is
accepted. Power is not only centralized in companies and
government, but also geographically. Just look at the road
grid in France; most highways lead to Paris.
Many comparative studies have shown that French
companies have normally one or two hierarchical levels more
than comparable companies in Germany and the UK.
Superiors have privileges and are often inaccessible. CEOs
of big companies are called Mr. PDG, which is a more
prestigious abbreviation than CEO, meaning President
Director General. These PDGs have frequently attended the
most prestigious universities called grandes coles, big
schools.
Individualism
The fundamental issue addressed by this dimension is the
degree of interdependence a society maintains among its
members. It has to do with whether peoples self-image is
defined in terms of I or We. In Individualist societies
people are supposed to look after themselves and their
direct family only. In Collectivist societies people belong to
in groups that take care of them in exchange for loyalty.
France, with a score of 71, is shown to be an individualist
society. Parents make their children emotionally independent
with regard to groups in which they belong. This means

that one is only supposed to take care of oneself and ones

family.
The French combination of a high score on Power Distance
and a high score on Individualism is rather unique. We only
find the same combination in Belgium and, to some degree,
in Spain and northern Italy.
This combination is not only unique, but it also creates a
contradiction, so to speak. Only so to speak, because scores
in the model dont influence anything. They just give a
structured reflection of reality. This combination manifests
itself in France in the following ways:

It is claimed that one reason why the French are less

obese than people in other EU-countries is that parents
still have more sway over children than in other EUcountries. Whether this is true or not is not known by us.
All the same, what is true is that the family has still more
emotional glue than in other individualistic cultures. This
is a reflection of the high score on Power Distance with its
stronger respect for the elderly.

Subordinates normally pay formal respect and show

deference to their boss, but behind his/her back they may
do the opposite of what they promised to do, as they may
think that they know better, yet are not able to express
so. Another reflection of high Power Distance contrary to
formal obedience is the total rejection of those in power as
there is no way to change by evolution but only by strikes,
revolts and revolution.

Employers and trade unions dont really talk together

as they look at each other as almost belonging to a
separate species.

The need to make a strong distinction between work

and private life is even stronger in France than in the US,
despite the fact that the US scores higher on
Individualism. This is a reflection of the fact that
employees more quickly feel put under pressure than in
the US because of their emotional dependence on what
the boss says and does. In cultures which score high on

Power
Distance
and
Collectivism,
the
normal
combination, such dependence is welcomed. At least, if
the power holders act as benevolent fathers.
The French prefer to be dependent on the central
government, an impersonal power center which cannot so
easily invade their private life.
What is human, but more pronounced in France, is
the need for strong leadership in times of crisis. In spite of
that, when the crisis is resolved the president should
make space for much weaker leadership.
Many French have the need to become a patron,
whether as mayor of a small village or as the chairman of
the bridge club.
Customer service is poor in the eyes of all those
Anglo-Saxons who believe that the customer is king. Not
so in France. The French are self-motivated to be the best
in their trade. They, therefore, expect respect for what
they do, after which they are very much willing to serve
you well.
Masculinity
A high score (masculine) on this dimension indicates that the
society will be driven by competition, achievement and
success, with success being defined by the winner / best in
field a value system that starts in school and continues
throughout organizational behavior.
A low score (feminine) on the dimension means that the
dominant values in society are caring for others and quality
of life. A feminine society is one where quality of life is the
sign of success and standing out from the crowd is not
admirable. The fundamental issue here is what motivates
people, wanting to be the best (masculine) or liking what you
do (feminine).
With a score of 43, France has a somewhat feminine culture.
At face value this may be indicated by its famous welfare
system (securit sociale), the 35-hour working week, five
weeks of holidays per year and its focus on the quality of life.
French culture in terms of the model has, however, another
unique characteristic. The upper class scores feminine while
the working class scores masculine. This characteristic has

not been found in any other country. This difference may be

reflected by the following:

Top managers earn on average less than one would

expect given the high score on Power Distance.

Married couples of high society could go public with a

lover without negative consequences, at least certainly in
the past. The scandal in the US about Clinton and
Lewinsky has never been understood in France. In
addition, crime passionel, i.e. crimes of passion, have
always been sentenced very leniently in comparison to
other murder trials.
Uncertainty
avoidance
This dimension, Uncertainty Avoidance, has to do with the
way that a society deals with the fact that the future can
never be known: should we try to control the future or just
let it happen? This ambiguity brings anxiety with it, and
different cultures have learnt to deal with this anxiety in
different ways. The extent to which the members of a culture
feel threatened by ambiguous or unknown situations and
have created beliefs and institutions that try to avoid
these is reflected in the UAI score.
At 86, French culture scores high on Uncertainty Avoidance.
This is clearly evident in the following:

The French dont like surprises. Structure and

planning are required.

Before meetings and negotiations they like to receive

all necessary information.

As a consequence, the French are good in developing

complex technologies and systems in a stable
environment, such as in the case of nuclear power plants,
rapid trains and the aviation industry.

There is also a need for emotional safety valves as a

high score on Uncertainty Avoidance and the combination
of high Power Distance and high Individualism strengthen
each other, so to speak. The French, for example, are very
talkative and engueuler, giving someone the sharp edge
of ones tongue happens often.

There is a strong need for laws, rules and regulations

to structure life. This, however, doesnt mean that most
Frenchmen will try to follow all these rules, the same as in
other Latin countries. Given the high score on Power
Distance, which means that power holders have
privileges, power holders dont necessarily feel obliged to
follow all those rules which are meant to control the
people in the street. At the same time, commoners try to
relate to power holders so that they can also claim the
exception to the rule.
Pragmatism
This dimension describes how every society has to maintain
some links with its own past while dealing with the
challenges of the present and future, and societies prioritize
these two existential goals differently. Normative societies
who score low on this dimension, for example, prefer to
maintain time-honored traditions and norms while viewing
societal change with suspicion. Those with a culture which
scores high, on the other hand, take a more pragmatic
approach: they encourage thrift and efforts in modern
education as a way to prepare for the future.
France scores high (63) in this dimension, making it
pragmatic. In societies with a pragmatic orientation, people
believe that truth depends very much on situation, context
and time. They show an ability to adapt traditions easily to
changed conditions, a strong propensity to save and invest
thriftiness, and perseverance in achieving results.
Indulgence
One challenge that confronts humanity, now and in the past,
is the degree to which little children are socialized. Without
socialization we do not become human. This dimension is
defined as the extent to which people try to control their
desires and impulses, based on the way they were raised. A
tendency toward a relatively weak control over their
impulses is called indulgence, whereas a relatively strong
control over their urges is called restraint. Cultures can be
described as indulgent or restrained.

France scores somewhat in the middle (48) where it concerns

indulgence versus restraint. This, in combination with a high
score on Uncertainty Avoidance, implies that the French are
less relaxed and enjoy life less often than is commonly
assumed. /Indeed, France scores not all that high on the
happiness indices.
Conclusion
Product Scented Candles
France being the conflation of culture, religion, fashion
and sports the people are naturally exposed to varied
and new products and services. The French are ready to
enhance the existing products and explore new ones.
France is a tourist friendly country and it also has the
title of the most romantic destination on Earth giving a
lot of scope for the success of the scented candles.
Offering candles in church by Roman Catholics is an
integral part of their religion and France populated with
86% of Roman Catholics, the scented candles is an
ideal product assured of great sales.
The French love decorating their houses and aroma
candles act as a perfect and classy piece of decoration
in the homes.
The booming massage centers in France alongside the
practices of aromatherapy gaining popularity is very
beneficial for the growth and sales of the product.
Candle light dinners and romantic evenings being the
essential part of Frances culture is an additional reason
of scented candles doing well in France.