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Dior Scent Looks to Get Women Hooked

PARIS -- Parfums Christian Dior thinks women -- particularly young ones -- will get hooked on its new fragrance, Addict, set for a worldwide October launch.<P>"It [brings] a new vision of femininity for Dior perfumes," explained Sabina Belli,...

PARIS — Parfums Christian Dior thinks women — particularly young ones — will get hooked on its new fragrance, Addict, set for a worldwide October launch.

“It [brings] a new vision of femininity for Dior perfumes,” explained Sabina Belli, international marketing director at Parfums Christian Dior and director of development for fragrance licenses at its parent company, LVMH Moet Hennessy Louis Vuitton. Belli explained that while Dior’s blockbuster scent J’Adore, launched in 1999, is about eternal values, Addict embodies a contemporary, audacious vision of femininity.

While Dior executives refused to discuss projections, industry sources estimate the new scent could ring up about $80 million in wholesale volume its first year.

Addict’s name already appears on a Dior lipstick collection, kicked off in October 2001 as the first part of the brand’s transversal line by that name. As reported, another installment will be an Addict capsule line of clothing and accessories, starting this fall.

“We feel Dior makeup is the most clear and obvious link to the fashion world in terms of colors and textures,” said Belli, who added Dior is a “market leader” in lipstick.

Addict lipstick has lured the 20-to-35 set, a following substantially younger than mainstay Rouge Dior’s.

“Addict is not really targeting a specific age group,” explained Belli, of the fragrance. “But its vision of femininity is probably more appealing for a quite young woman. It could be a way for Dior to have a new, younger consumer.”

Model Liberty Ross is featured in the Addict advertising campaign, in which she seems to be in a sensuous reverie, semi-clad and surrounded by mysterious neon lights.

The visual was shot by Nick Knight and directed by John Galliano — who also worked on the fragrance. The ad will break at launch in single and double pages, plus billboards, four-page gatefolds and point-of-sale displays, alongside a sampling campaign.

The ad’s tag line reads: “Admit it.”

“We are telling women to be a Dior addict and to admit it,” explained Belli.

The link between categories in the Addict cosmetics line is visually evident. Like the Addict lipstick container, the new fragrance’s bottle is blue and streamlined, with a gold-colored knob on top, which swivels to lock or unlock the spray cap.

Its outer packaging has a metallic sheen that changes colors according to its surroundings. “It is the first time [such a material] has been used in the cosmetics industry,” said Belli. The box’s inside is red, like a lipstick.

Addict’s juice is a floral oriental sensual by Firmenich’s Thierry Wasser. Its top notes include mandarin leaf and silk tree flower; the heart notes have Queen of the Night flower, rose, jasmine and orange blossom and base notes comprise absolute of bourbon vanilla, sandalwood from Mysore and tonka bean.

There will be a 30-ml. perfume spray, for $150; a 50-ml. eau de parfum spray, for $52, and a 100-ml. edp spray, for $72.

All prices are for the U.S., where a body lotion will be available starting in November.”