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Analyzing Dior Sauvage's Comeback strategy with Johnny Depp

  • 28 nov. 2021
  • 2 min de lecture

In this article I would like to talk about how Dior turned the product perception for one of its most controversial product “Sauvage Men” starring Johnny Depp.

In 2019, House of Dior collaborated with Johnny Debb to come up with an Indo-American style advert. Johnny Debb was signed at a whooping 5 Million dollars.

Soon after its launch, the campaign got into trouble in the United States. Americans pointed out how Johnny Depp was a bad choice for the advert as neither is he Indo-American nor does he has any ties with the community altogether. The issue brought so much controversy for Dior that it had to pull it off within just 2 weeks of its release.

In September 2021 shortly after Johnny Depp won his case against Amber Heard, Dior released one more advert starring him with their Iconic product Sauvage. But this time their marketing communication was different. This time the communications focused more on spreading the message of how Dior supported the celebrity when everyone else backed out. The campaign was said to be Depp’s rebirth in the fashion world and all the credits goes to Dior for making it happen.

And the results were amazing, people went insane. They really liked how Dior supported Johnny Depp and immediately fell in love with the Product. Sales skyrocketed. Almost everyone who is connected to the fashion industry was talking about Dior and Sauvage.

Analyzing the emotions associated with the campaign, here are some observations I made


There were about 5000 mentions of Dior Sauvage on American Social Media in the month of September when they released the campaign.

It was even more interesting to monitor the emotions associated with the Brand after the campaign.

67% of people had a positive image of the brand. Considering the controversy that happened 2 years back this was huge improvement.

Here is the range of emotions used on social media regarding the brand.

And it was not just Males who were talking about the brand and the product, 49% of online conversations were driven by females. This shared a valuable insight, a major chunk of products are purchased by females for their partners. This helped Dior to target their campaigns to not only Men (who are the primary consumers of the product) but also to Women who buys it for them.


And finally it was nice to have a glimpse of the keywords revolving around social median regarding the campaign and the result was not so surprising after all. The most common keyword associated with Dior Sauvage was “#JusticeforJohnnydepp”.




All of this concludes to how Dior converted a controversial campaign to a successful one, increasing their Brand Loyalty and Brand Trust amongst Americans.

Ayush Kesari

28/11/2021

Flankerisation : From 1 million to Lady Million

  • 28 nov. 2021
  • 3 min de lecture

Have you ever stumbled upon a perfume with a familiar name, familiar bottle and a slight decline in smell from one you’ve known before ? This is what we call the “flankerisation” phenomenon and it has become the major activity of today's businesses, which capitalize on a name, a bottle, and a muse and flood the market with perfumes that have the same name but differ in many olfactory ways.

Flankers who share the same DNA have become very common in the marketing process of commercial brands such as Paco Rabanne.


Some perfumes have become an important part of the brand’s identity due to their immense success. This has been the case with the best-seller “1 Million” from Paco Rabanne, commercialised in 2008 by the Spanish group Puig, with more than 10 million perfume bottles sold and 120 millions euros generated, both in only two years. This is HUGE!

So what made it so popular at first?

“1 Million” is a masculine perfume, with scents reminding us of oriental notes, such as amber and spice, hence making the perfume a sensual and manly juice. If you look closely at the 1 Million scent, you'll notice a stamped emblem with a "Wild West" feel to it, referring to the Gold Rush, and which explains the gold ingot shape of the bottle. 1 million was said to be “ideal” for pompous male personalities who enjoy being noticed and who are confident.

As Anne Flipo said in the last interview, one of the key successes to a perfume on an olfactive note is to make it “large and sensual”, a perfectly mastered goal by Paco Rabanne.


Due to its immense success, Paco Rabanne naturally wanted to decline the perfume into a feminine version. This marketing strategy is very effective in order to reach a large audience straight away. Ideed, “1 Million” ‘s notoriety was not only present amongst men. Any woman at the time had assimilated this new smell to seduction, as it became, especially at the time when I was in high school, the go-to scent for men to have. It was clear from the beginning of 1 million’s success that women would want a similar seduction weapon, and from a business point of view, this was a great opportunity for Paco Rabanne to create 1 million’s flanker two years later in 2010 : Lady Million.


Other than the name, we can straight away notice some slight similarities and differences between Lady Million and the master fragrance, 1 Million.

First starting with Lady Million’s bottle-shape, the ingot is transformed into a diamond, half metal plate, half tassel to recall the famous dresses of the great couturier. The diamond-shaped perfume bottle is an allusion to Lady Million's multi-faceted personality, which the designer describes as "ultra-feminine, determined, [...] daring, vivacious, and natural," and which is portrayed in the campaign by Dree Hemingway, a model and great-granddaughter of writer Ernest.


Second, in terms of fragrance, Lady Million is woody floral, with bigarade, a hint of raspberry and orange blossom on a background of jasmine sambac, gardenia and a note of patchouli. For its creators, Anne Flipo, Béatrice Piquet and Dominique Ropion, "this fragrance had to be as charismatic, with a signature as obvious and immediate as One Million, without imagining a direct olfactory link.”

Paco Rabanne has highly successfully managed to market Lady Million, partially thanks to the initial investment made for “1 million”’s launching campaign. Lady Million’s journey shall nevertheless not stop here! Paco Rabanne has continued creating new sequels to Lady Million, such as “Lady Million Privé” and more recently “Lady Million Fabulous”, both apparently conserving oriental and rich notes.


I hope you enjoyed this article, and I cannot wait to try these new flankers and review them for you!

By Clara O'Mahony

28/11/2021

References:




Baccarat Rouge 540

  • 28 nov. 2021
  • 2 min de lecture

With experiences and accomplishment as one of the most famous perfumers in the perfumery world and the nose of Maison Francis Kurkdjian, Francis Kurkdjian and his business partner Marc Chaya embrace the fragrance wardrobe concept of their brand and also bring out their passion for the art of perfume creation to create an absolute one-of-a-kind scent with exceptional know-how in the tradition of fine French perfumery for major luxury houses.

French crystal house requested him to tailor create a scent to celebrate its 250th anniversary in the year 2014. It was that time when one of the most talk-of-the-town fragrances, Baccarat Rouge 540, was created and launched as a limited edition. Unisex Eau de parfum opens with notes of jasmine and saffron, mixed with mineral notes of ambergris and woody tones of cedar. Francis Kurkdjian wanted to create a graphic fragrance with a formula that was taut and compact in the extreme.


This perfumed performance owes its name to the manufacturing process of the emblematic red color of the Maison Baccarat: the metamorphosis of clear crystal which mixed with a 24-carat gold powder and brought to a progressive fusion of 540 degrees covered with a bright red coat. It was bottled in 250 luxurious, artisanal bottles. The bottle was designed in the 1940s by Georges Chevalier, who was the creative director of the house from 1916 to the 1970s. The Rouge 540 bottle is a monumental crystal spiral weighing 500 grams and comprising 160 facets: 96 on the bottle, 64 on the stopper.


In 2016, this little wonder is naturally invited to the Maison Francis Kurkdjian celebration perfume collection, dressing for the occasion in Maison's signature bottle. Maison Francis Kurkdjian presents "Baccarat Rouge 540 Extrait de Parfum", a new variation in its most prestigious concentration of the original perfume in the following year. The bottle is bright red, evoking the iconic Baccarat red.

The bottle also has a gold-colored cap, which echoes the plaque on which the name of the perfume is inscribed. The perfume extract allows us to discover a more intense version. Each facet of the fragrance has been redesigned while remaining faithful to the original inspiration.


By Supichcha Pam Wanichchokij

28/11/2021

References:


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