Dior Goes Celebrity Free
Mimi ON Nov 19, 2012 AT 4:37 pm
This weekend in the States, Dior previewed their new campaign for their best loved fragrance J’Adore without a celebrity face in sight, instead focusing on a back-to-basics more traditional beauty philosophy.
Claude Martinez, President and Executive Officer of Parfums Christian Dior, told WWD: “In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers”.
The inspiration behind the film is to showcase the life of the fragrance rather than its celebrity ambassador. Featuring scenes of hundreds of petals making the journey from Grasse to India and Murano to Paris the film entitled Le Parfum certainly holds a natural beautiful.
But compared to the sultry and seductive celebrity led campaigns we’ve come to expect from Dior, the new campaign seems rather subtle. However, the celebrity aspect has not been completely cut out, as the leading lady of J’Adore’s iconic campaign, Charlize Theron, does in do all the commentary for the film.
Just like Chanel – who signed Brad Pitt this year – Dior isn’t quite ready to take the celebrity-free plunge even in their quest for more meaningful frangrance marketing that seems to be permeating the beauty world.
Le Parfum will roll out globally this December, but for now we have the full-length version for your viewing pleasure.