Parfums Christian Dior launches new men’s classic and gilds its feminine fragrance J’Adore – 13/09/05

FRANCE. As previously revealed on The Moodie (26 May), this month sees the global launch of the new masculine flagship fragrance from Parfums Christian Dior.

Dior Homme is described as “the classic fragrance of the new generation”. Its luxury positioning, in line with Dior Couture, is said to blend tradition and modernity in a simple, elegant way.

Based around the iris flower, the juice is claimed to be the first “powdery” fragrance for men. It opens with an aromatic accord of lavender, sage and cardamom, leading to the powdery notes of iris, cacao and amber. The base is a blend of vetiver, patchouli and leather.

The fragrance flacon is a transparent rectangle, with an interior steel cylinder. The outer carton is a brushed silver-grey, with the logo framed within a black square.

The Dior Homme product line-up features 50ml and 100ml edts, a 100ml after shave lotion, a 70ml after shave gel, a 75ml stick deodorant, a 150ml deo spray and a 150ml moisturising shower gel.

The recommended price points range from US$16 for the deo stick to US$54.50 for the 100ml edt.

The launch will be supported with an extensive print campaign, using a selection of black and white visuals. These feature various head and body shots of the model, both clothed and (discreetly) undressed.

On the feminine front, Dior is launching a new, limited-edition of J’Adore this month. The company has launched one J’Adore limited-edition presentation every year since 2000.

J’Adore Gold Adoration is described as a fragrance of “absolute femininity”, presented in a reworked interpretation of the scent’s signature amphora flacon.

The juice for this edition is fruity-floral. The bottle features a gold-coloured design, while the outer carton is white, with a visual of the flacon printed on the front.

J’Adore Gold Adoration is available as a 50ml edp and is priced at US$60.

Lastly, within cosmetics, Dior is launching a new foundation this month. Dior Sculpt Line-Smoothing Lifting Foundation is said to smooth the skin’s profile, soften imperfections and act as a mini face-lift. The formula also includes an SPF20 for maximum anti-ageing protection.

Available in nine shades, the make-up is presented in a futuristic, frosted glass bottle, with navy blue lettering. The blue metallic cap is trimmed with silver.

The recommended price point is US$32.50.


Colours & Fragrances and Parfums Christian Dior show off their star quality – 07/09/05

Christian Dior prepares to sparkle anew with latest travel retail exclusive fragrance – 15/06/05

Flagship fragrance Dior Homme to drive growth for Christian Dior in men’s sector – 26/05/05

Parfums Christian Dior presents new summer portfolio – 23/05/05

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