A conventionally beautiful woman in a slinky dress enters a crowded room; a tall, dark, handsome stranger swivels his head; their eyes lock; a thrashing soundtrack breaks out, interrupted by a voice-over telling us to be who we know we can become or something equally clichéd.

This is the sort of story that has been peddled by fragrance giants for years - focus groups must tell them that it is the dream that sells most effectively. Of course, we all want to believe we can enthral a drop-dead-gorgeous suitor, but fragrance is such an ethereal concept, as much about evoking a certain mood or dream as it is about the more tangible smell of certain notes, that, surely, the methods used to flog it should also be thought-provoking.

Interestingly, the internet is where such creativity flourishes, showcasing ads that aren't mainstream enough for television. Earlier this year, CK IN2U launched online in the virtual world Second Life, a singularly modern concept. Last week, I watched the online short films created for Prada's latest men's scent, Infusion d'Homme (see www.prada.com). Not only do they feature a culturally diverse mix of models and actors, but they also challenge advertising conventions. In one of them, Ping Pong, Paul & Mary, the Korean director Hyuk-Jae Kwon shows a man and woman bounding towards each other in a corridor carpeted in red feathers. When they meet, they collide, ending up on the floor.

It is a charming inversion of the chase-then-embrace routine, and all the more powerful for the emotions depicted on the pair's faces, from lust to tenderness, anger to sorrow. It makes you wonder about the journey they have been on, and subtly suggests what a varied - rather than predictable - path the Prada scent (incidentally, a soapily clean yet intense iris, neroli and vetiver blend) may take you down.

Lust of the week

Jean Paul Gaultier's original women's fragrance, Classique, was one of the first scents I wore religiously in my teens, and I still remember how grown-up yet kick-ass it made me feel. His new offering, Ma Dame, has just as much attitude, plus a fruity, almost effervescent quality that is instantly cheering. If that doesn't guarantee its success, the fact that the nation's current style obsession, Agyness Deyn, is the face surely will. Jean Paul Gaultier Ma Dame Eau de Parfum, £60 for 100ml, from Harrods

Take three: Gold Rush

Next season, make-up has a golden glow. Get the look with these new glimmering wonders.

This gold highlighter gives a warm glow. Sweep over cheekbones for a modern radiance. Chanel Facettes d'Or Joues Contraste in Gold Fever, £29

A soft shade that won't overwhelm pale skin, but requires careful application. Worth it for the velvety coverage. Mac Pigment in Blondes Gold, £15

An emollient balm strewn with flakes of 24-carat gold that brings a decadent gleam to lips, cheekbones and brow. Belmacz Halo, £32; cultbeauty.co.uk

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