Dior go celebrity free for latest J'Adore perfume ad
Glamorous Dior girl Charlize Theron relegated to voice-over duty for latest J'Adore fragrance ad focusing on the birth of the iconic scent.
BY Katy Young | 19 November 2012
Dior unveil new J'Adore advert
Is this the beginning of the celebrity backlash in beauty? This weekend Dior previewed their new campaign on U.S. television for their best selling perfume, J'Adore, with no sign of a celebrity face.
The commercial, which was made in-house and name simply 'Le Parfum' rolls out globally this December, and brings with it an altogether more traditional beauty philosophy.
"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 mtier of art, a mtier 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," Claude Martinez, president and chief executive officer of Parfums Christian Dior, said in an interview told WWD .
READ: Brad Pitt's starring role for Chanel No.5
The idea behind the film is to showcase the life of the fragrance rather than its celebrity ambassador; and with scenes of hundreds of petals making the journey from Grasse to India, Murano to Paris 'Le Parfum' the film is certainly beautiful - a good thing because a 20 minute version will go live on YouTube on Monday.
But it'! s still a rather subtle departure from the celebrity endorsed scent world we've come to know. Because for those who remember, and love, J'Adore's iconic campaign (remember Charlize Theron tearing off her dress, shoes and diamonds as she sashayed towards her bottle of fragrance?) you'll be pleased to know that J'Adore's leading lady, Theron herself, does in fact do all the whispy commentary for the film. It seems very much in keeping with the deep and meaningful moment in fragrance marketing we're having; earlier this month we heard the sultry tones of Brad Pitt as he extolled the virtues of his chosen fragrance, Chanel No.5, in their new advert.
Just like Chanel - who signed up Brad Pitt this year - Dior aren't quite ready to take the face-free plunge; it seems they will just have to admit defeat because for now there certainly is a 'mtier of marketeers' in fragrance that isn't going anywhere.
Watch Charlize Theron bring on the glamour in the last J'Adore Dior ad:
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Glamorous Dior girl Charlize Theron relegated to voice-over duty for latest J'Adore fragrance ad focusing on the birth of the iconic scent.
BY Katy Young | 19 November 2012
Dior unveil new J'Adore advert
Is this the beginning of the celebrity backlash in beauty? This weekend Dior previewed their new campaign on U.S. television for their best selling perfume, J'Adore, with no sign of a celebrity face.
The commercial, which was made in-house and name simply 'Le Parfum' rolls out globally this December, and brings with it an altogether more traditional beauty philosophy.
"In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it's importa! nt to hav! e generations and future generations rediscover that perfume is a true savoir faire. It is a mtier of art, a mtier 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," Claude Martinez, president and chief executive officer of Parfums Christian Dior, said in an interview told WWD .
READ: Brad Pitt's starring role for Chanel No.5
The idea behind the film is to showcase the life of the fragrance rather than its celebrity ambassador; and with scenes of hundreds of petals making the journey from Grasse to India, Murano to Paris 'Le Parfum' the film is certainly beautiful - a good thing because a 20 minute version will go live on YouTube on Monday.
But it's still a rather subtle departure from the celebrity endorsed scent world we've come to know. Because for those who remember, and love, J'Adore's iconic campaign (remember Charlize Theron tearing off her dress, shoes and diamonds as she sashayed towards her bottle of fragrance?) you'll be pleased to know that J'Adore's leading lady, Theron herself, does in fact do all the whispy commentary for the film. It seems very much in keeping with the deep and meaningful moment in fragrance marketing we're having; earlier this month we heard the sultry tones of Brad Pitt as he extolled the virtues of his chosen fragrance, Chanel No.5, in their new advert.
Just like Chanel - who signed up Brad Pitt this year - Dior aren't quite ready to take the face-free plunge; it seems they will just have to admit defeat because for now there certainly is a 'mtier of marketeers' in fragrance that isn't going anywhere.
Watch Charlize Theron bri! ng on the! glamour in the last J'Adore Dior ad:
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