Analysing gender fluidity representation in perfume bottles with heterosexual matrix theory

Perfume bottles represent the gender identity associated with perfume, reflecting the transition in gender construction from binary to fluid in contemporary society. From the perspective of Butler’s heterosexual matrix theory ( Gender Trouble, 1990), this study examines the representation of the binary gender system and gender fluidity in perfume bottles by combining quantitative and qualitative analyses. The findings indicate that, generally, the visual representation of perfume bottles fundamentally follows the binary gender system. The bottles of women’s and men’s fragrances differ significantly in colour and shape, reflecting heterosexual relationships in metaphor/metonymy and text. Unisex fragrances basically adopt a masculine visual style. In addition, a small yet increasing number of perfume bottles represent gender fluidity in two aspects. On the one hand, perfume bottles have emerged as vehicles of female subjectivity, objectification of men and gender diversity. By changing the representation of sex, gender and desire, perfume bottles transcend traditional gender construction. On the other hand, the gender representation of perfume bottles has gradually become more diverse and fluid over time.