Dior j'Adore evolution

Every single perfumes house has its own communication strategy and Dior is following the same line for J'Adore since its launching in 1999. 

Dior stages an imaginary woman, getting out of a golden dream with a brilliant femininity and the evolution since 1999 of three advertising campaign can show the unreality of the woman at the intersection oh myth and allegory. 

The campaign "Dior J'adore" September 1999 to April 2003 was born of a collaboration between the agency Air Paris and photographer and director Jean- Baptiste Mondino. This woman is an allusion to Kayan women (or Padaung), the famous Thailand giraffe women wearing these high collars brass, but the one chosen by the photographer is Caucasian. His physique is rather thin and conforms to standards of Western beauty, this is obviously a model. She quickly left his humanity when she began swimming in a golden liquid. Actual person it’s gradually returns to rich fantasy in which references to literature, theater, cinema and comics. We have a woman who is a conception of "absolute feminine", a kind of superwoman who is model, icon and goddess. This film offers an experience that could transform any ordinary woman. In this ad the woman is placed on a pedestal and offers an achievable dream for all women.

The second ad (2011 ) shows Charlize Theron at Versailles. More than just a commercial, Dior has relied on a commercial large scale. Rental of Versailles, integration of major Hollywood stars, a whole page of the Sunday TV news to announce the release of the spot... We find the icon of Dior, Charlize Theron who was chosen as a leading figure by Galliano in 2004. In a hurry, we find ourselves immersed in the scenes " backstage " a fashion show where rub shoulders makeup artists, hair stylists, stars from another era and the current face of Dior. Charlize is still as bright and dazzling in this new ad, taking place in the hall of mirrors at Versailles. Perfect to represent the prestige of the brand as well as the atmosphere of the place fragrance: gold.

In this precipitation Charlize see some icons known for their beauty and grace: the American actress Grace Kelly, the singer and also actress Marlene Dietrich and of course the icon, the pin-up Marilyn Monroe. Dior, in this way introduced his muse, the beautiful South African Charlize Theron.

Throughout the commercial, the brand presents us, in a roundabout way, the whole panoply of creation of Dior. You can admire glasses, chains, medallions, the latest Dior couture handbag, Dior couture dresses, Dior lipstick makeup and finally Dior perfume.

In this way, the brand highlights, sells the viewer to other flagship products of its creation. In addition, it is also an opportunity for Dior to penetrate the Chinese market, very attracted by the luxury sector.

The appearance of the product in question, perfume, arrives at ¾ advertising. The presence of product development in both full frames at the end (pack shot) advertising, but also to the camera by Marilyn Monroe. There is no plan demonstration or argument of the product; its late entry allows the brand to build a visual concept for constructing the situation.

We find in the 2014 version of the ad for J’Adore all the Dior codes: the elegance, dream, haute couture, and gold. As we saw in a previous article, Dior makes a point of honour to keep the same line of communication in all its campaigns. The goal is that any woman can access haute couture via the fragrance.

This year again no perfume has succeeded to dethrone the power of fragrance J'Adore developed by Dior. For four years it is leading the sales in the French perfume. According to the NPD panellist, this juice has passed no less than 826,000 bottles a turnover of 55 million euros, an increase of 3% compared to last year. 

Article posted by Johanna

Sources mediacim.com / challenges.fr