Dior is focusing its marketing efforts primarily in the online space to recruit a younger customer.
Presenting fragrances to match moods may tap into a consumer that values experiences over products, said NPD analyst Kissura Craft.
The fragrance is on track to do close to $200 million in retail sales in its first year, almost double initial industry projections.
He replaces Nacho Figueras.
The natural flavor extracts can be used to develop scented drinks at home.
Created by L.A. perfumer Sherri Sebastian, the brand’s eight products have entered Ron Robinson.
The new store on Melrose Avenue could be the first of several to come from the L.A.-based multibrand fragrance company.