FRANCE. Christian Dior is poised to launch a flagship men’s fragrance which the house says will be its “engine for growth” in the men’s sector.
Set for a September/October 2005 launch, Dior Homme marks a departure from the company’s other men’s lines, Fahrenheit and Eau Sauvage. It the first fragrance linked to Christian Dior men’s fashion, headed by the renowned designer Hedi Slimane. Slimane, much feted in the fashion world for his clean-cut, monochrome suits, is also the artistic director for Dior’s men’s fragrances.
“Our existing men’s lines are not linked to Dior fashion,” said Operational Marketing Director Travel Retailing Alain Cadet. “Dior Homme will be the flagship fragrance and will be the engine for growth for us.”
The bottle and the four advertising visuals bear out Slimane’s winning fashion strategy. The Irish model Jeff appears in a slimline black suit with white open-necked shirt designed by Slimane.
The clean-lined, chunky glass bottle, packaged in silver and black, incorporates an innovative spray mechanism. Instead of the spray being on show inside the bottle, it is covered in a steel tube. “This [steel tube] is a technological breakthrough,” said Cadet. “It is very difficult and expensive to produce.”
The fragrance, described by Cadet as classic and modern at the same time, is also unique in terms of its juice. Cadet told The Moodie Report: “It is the first powdery fragrance for men; it is different. It is floral fragrance with iris as a key ingredient. It is aromatic and also contains cardamom and lavender, with moody notes of vetiver and leather.”
The high-end line is aimed at the 20 to 40 age group and retails 7% above Fahrenheit. Two edts are available: 50ml and 100ml. The ancillary products will include aftershave lotion, aftershave gel in a tube, deostick and deo spray, and shower gel.
Travel retail promotions will be linked to the new, younger Dior female fragrance, Miss Dior Chérie (see separate story in link below). The promotional strategy in all Dior’s airport doors will also feature HPPs.
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Parfums Christian Dior presents new summer portfolio – 23/05/05
Parfums Christian Dior gears up for big fragrance focus (Miss Dior Chérie) – 05/05/05
