A few weeks before Eurovision, I had a very interesting conversation with one of the fellow Israeli ESC fans. We talked about the artist who was considered the biggest favorite already back then - Loreen. My friend said that he sees an elementary difference between Loreen and other female singers in Eurovision, like, for example Ani Lorak or Shiri Mimon. Loreen, in contrast to them, is not perceived in the contest as a person, or as a woman, he said. Loreen and Euphoria are perceived as a united image that represents something, rather than a certain singer who is participating in the contest with a song.
I think that what he was trying to say is that Loreen is not perceived merely as a singer, but as a brand. I personally think that Loreen and Euphoria were delivered to the audience in MF and Eurovision as a catchy product which is very easy to digest. "Loreen - Euphoria" is a brand by all means. Loreen is a catchy name with a unique spelling, and no surename. Her hairstyle stands out and is already identified with her. Those amusing pictures (of Thomas G:son and Peter Boström) serve as a proof for that -
Her voice is also very unique (that was already said about her back then in "Idol" - one of the judges said that all the Swedish singers sound very similar to each other, but not her) and so are her singing manners. The name of her song is catchy, too - there's even a popular parfume with the same name - and it has the unmistakeable qualities of a hymn. As for her public persona, even when she's interviewed, it's very easy to notice some of Loreen's remarkable characteristics: She's calm, relaxed, "chill" as some define it.
Everything about Loreen is so clear, simple, easy to understand and easy to like. And people love it. People love brands, because they release us from the need to do the hard work: To think, to understand, to define, to decide. Loreen, the well-defined product is much more popular on the market than other good ESC singers who appear just too "human", too complex and not so commercial. This explains why Loreen was a clear favorite among the fans from the very start, and may explain what made her overpower the other strong candidates in the contest and get points from just everyone. She was like a versace in a sea of good-but-unknown designers. And the best thing about her was that in contrast to Versace, she was not really a famous figure, but her excellent branding made everyone like her as if she was a well-known artist all along.
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