PARIS — Parfums Christian Dior hopes to tap into a casual Zeitgeist — and a new male consumer — with Dior Homme Sport, due out this fall.
The fragrance from the LVMH Moët Hennessy Louis Vuitton-owned brand, targeting men ages 25 to 40, will be the fourth in the Dior Homme collection, which first kicked off in September 2005.
Dior Homme Sport is meant to grow that brand by recruiting a younger consumer and broadening its geographic reach, said Romain Spitzer, director of the parfums business unit at Parfums Christian Dior. He described the Dior Homme universe as “innovating, very modern, architectural and design-oriented.”
“Dior Homme Sport is in continuity with what was already there and brings a new dimension,” he added. That, in part, is thanks to its olfactory composition that’s fresher than any other Dior Homme juices. Created by François Demachy, LVMH’s director of olfactive development, Dior Homme Sport was inspired by a red pepper candy he found in the U.S.
“The original idea was to transcribe the sensation of eating the candies,” he explained. “Paradoxically, there’s the fact that they are very peppery, very burning, but give a fresh effect simply because one is obliged to breathe very deeply.”
Demachy chose a ginger note as the heart of the new fresh, woody, spicy scent.
“The fresh side [of the juice] is boosted with grapefruit [and] bergamot, and there is an elemi note to make the transition between the fresh effect and the spicy effect,” he said. Also on top is a Sicilian lemon note.
For a rooty aspect, Demachy added notes of Atlas cedar and vetiver. And for the base, there’s sandalwood, while other notes in Dior Homme Sport include essences of rosemary and lavandin.
Jude Law stars in Dior Homme Sport’s advertising globally, except for in the U.S. and U.K.
“He is known around the world and is very close to this brand with his personality and his style,” said Spitzer. “He is very authentic.”
In the ads, Law (and model Jon Passavant, in the publicity destined for the U.S. and U.K.) is pictured with water behind him.
“The idea was to have an iconic portrait of Jude Law expressing freshness, masculinity, nature and well-being,” said Spitzer.
Inez van Lamsweerde and Vinoodh Matadin shot the print ad, which will appear as single and double pages plus posters, and Daniel Askill lensed the image destined for TV, which comes in 30-, 20- and 10-second takes.
Dior Homme Sport’s bottle, created in-house, is the same shape as Dior Homme’s flacon, but with new details. Touches of red were inspired largely by Dior’s Chiffre Rouge Black Time watch (worn by Law and Passavant in the ads).
Dior Homme Sport will be introduced globally in September, save for some European countries, where it is to be launched at the end of this month.
Company executives would not discuss sales projections, but industry sources estimate Dior Homme Sport will generate $30 million in wholesale revenues during its first year.
The new collection includes a 50-ml. eau de toilette spray for 50.46 euros, or $78.90 at current exchange, and a 100-ml. eau de toilette spray for 70.62 euros, or $110.50. There also will be ancillaries.
In the U.S., where it will be a Sephora exclusive, a 1.7-oz. spray will retail for $50 and a 3.4-oz for $70; a 3.4-oz. aftershave lotion for $44, and a 2.5-oz. deodorant for $18.
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