NEW YORK — Bernard Potier, president and chief executive officer of Dior’s U.S. beauty operations, is planning to juice up the brand’s flavoring in the U.S. this fall with a lineup of new offerings, including a new fragrance designed to appeal to American men.

Higher Energy, the new juice (see related story, this page), is not a flanker to the original Higher scent, which launched here in September 2001, emphasized Potier. “Higher Energy is a completely new franchise for us, and one that we see as a very U.S.-friendly launch,” he said. “It’s a fresh scent, but not a sport scent — it’s about having energy. We have very high hopes for this fragrance.” Also, he noted, the men’s launch pad in the U.S. is less crowded than its female counterpart. “Even if the market is depressed, we think we can make a hit of this,” he said.

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