J'adore Dior

Dior’s biggest experiment back in 1999, The “J’adore fragrance” became and Iconic fragrance and saved the brand. This fragrance was designed in a way that it single handedly would embody brand’s values.

This iconic fragrance was born under the most competitive circumstances when Dior was facing major competition from Luxury competitors and it needed something that would stand out of the box and entice the world. Dior then brought in Sabina Belli to take over the position of International Director for Dior Perfumes. Sabina and her team entrusted perfume maker Candice Baker to create a whole new fragrance for them.

Candice’s task was to create a floral fragrance, a reflection of Christian Dior’s imperative love for Flowers. In a very popular statement he said “After women, flowers are the most divine creations”.

Candice then came up with a formula that fully reflects the image of a French brand inviting you to take part in a floral, enticing, sophisticated and singular feminine olfactory experience. The formula was a mix of essences of Rose, Champaca flower, jasmine, Tuberose, Orchids and Sandalwood, a bouquet enhanced by a fruity note of candid Plum.

Enticing and irresistible, this floral combination embodied the sensuality, seduction and also a bit of sophistication describing the Dior Women. This magic potion is collected directly in a bottle inspired by Maasai necklaces, evoking feminine curves. It was like a flower near you that doesn’t exist. It was an excellent fragrance for Romantic dates, evening functions, or even a daily fragrance for someone who loves everything feminine. It arouses just the right amount of seduction by not going too much overboard. No wonder why its still, after almost 22 years of launch is one o Dior’s best selling range.

Major part of the credit for successful product goes to Dior’s smart marketing. J’adore’s reputation and popularity in the Luxury market is not just because of Olfactory aura but also the implementation of some great marketing campaigns, broadcasting short films around the world.

A lot of features have come from famous models and actresses, creating an enchanting and diverse on screen.

The most influential muse of the J’adore perfume remains Charlize Theron. He embodied the image of Dior house for more than 10 years. The actress also distinguished herself in their largely famous promotional film made around the fragrance “The future is Gold”.

These exceptional marketing promotions have also bared great fruits as J’adore has led the world of perfumes on numerous occasions, few examples being in 2014 when they sold more than 826000 bottles in a single financial year.

Ayush Kesari

30/11/2021

References Images

Image by Flore Brault

https://www.theperfumeshop.com/dior/jadore/eau-de-toilette-for-her/p/16950EDTJU

Why JO MALONE success?

– Take the Marketing model of XIAOHONGSHU as an example

Jo Malone London is a world-renowned fragrance brand. It has many labels: Fragrance family, British style, and stars’ love.

There is a very interesting phenomenon when I search the keyword "JO MALONE" in XIAOHONSHU (Chinese social media). There is a substitute for affordable JO MALONE- famous creative products. In 2018, the "JO MALONE, the civilian" from MINISO, was suddenly popular. It became the "net red perfume" and "broken goods king" pursued by countless young people.

It is not difficult to find that, from civilian perfumes to Internet celebrity perfumes, products are sold out. The reason why cheap perfumes have captured the hearts of many young fans is that they "grow grass and bring goods"-relying on social content to let others produce a certain product Interest, awareness, and even purchase. Planting grass is the most popular marketing method in the era of social e-commerce.

Compared with the "affordable JO MALONE", the real (Jo Malone London) in Xiaohongshu is more successful in planting grass.

XIAOHONGSHU is like soil (platform), and JO MALONE is the seed (product) in the soil. Pack the right seeds on the soil and choose the right soil for the seeds. This is also the most important step to increase fame and sales by "planting grass" to become a popular online celebrity model.

Customer characteristics of XIAOHONGSHU

Mainly people with high incomes in first- and second-tier cities: Female users account for 80% of users, aged between 18-30, and most of them could travel abroad and purchase overseas. People who are looking for good things and photo control: like to shop, like to share, and prefer to share after buying good things.

The characteristics of JO MALONE products in XIAOHONGSHU

The notes on the XIAOHONGSHU are shopping experience, which is a very careful evaluation and recommendation of users. On the above, you can quickly learn about the different types of perfumes, the different fragrance time, the front, middle and end notes, etc. In addition to the product itself, relevant information can be easily obtained from where to buy it, how to use it, what is the brand story, and the raw material blue bellflower.

In the comment area, most of the customers who have purchased JOMALONE perfume personally describe it. The content is very real and does not give customers a sense of distance. Besides search the consuming experience in XIAOHONGSHU, JO MALONE can be purchased in XIAOHONGSHU, which have already focused their target the age 18-38(female) and appealed more youth to use JOALONE.

At present, the starting price of a bottle of JO MALONE on XIAO HONGSHU is 30ML/499 yuan, which has a certain threshold for young consumers.

While maintaining its high-end positioning, JO MALONE has narrowed the distance with domestic online consumers born in the 90s, tapped popular elements that young people love in its marketing strategy, and expanded perfume products to entertainment, leisure, and other fields to establish a foundation for young consumers.

The three-dimensional image of JO MALONE strives to share more value with consumers, and better embeds the brand's quality life concept into users' lives.

Finally, JO MALONE’S success on the XIAOHONGSHU book shows that JO MALONE is now moving from a niche perfume to an Internet celebrity with the new market model of planting grass to bring goods.

by Yi Shan

30/11/2021

Aroma economic after covid-19 JO MALONE

We often hear about the "lipstick effect", known as the "low-price product preference trend", which refers to consumers who, to satisfy their consumer desires, in an economic downturn, instead of buying relatively cheap goods other than houses and family cars, to obtain psychological comfort and satisfaction, which also makes the sales of lipsticks show a straight upward trend. Along with the trend of repeated epidemics around the world, similar "effects" seem to be prominent in perfumes.

It is surprised that the sales of the perfume during the covid-19 shew an upward trend, which can summarize as “aroma economic”.one of the reasons is that get the emotional comfortable stands the first for the majority people, especially for the female. Meanwhile, the purchase mode after the covid-19 had a huge changeset, people prefer to own a kind of unique aroma online. Among online sales channels, live broadcast channels are favored by consumers due to their immersive experience and personalized recommendations.

Brand -JO MALONE

Market -China (as a example)

Sale channel -Live

Live Data-

Product analysis

This is one of the live broadcasts for JO MALONE sale in china, it is easy to see during the covid-19, there exists a new digital format to sell perfumes. Go digital is playing a much more essential role in nowadays, company invites superstars to sell products. The customer base has changed from a single perfume lover to a fan-effect purchaser. Stars bring goods on e-commerce platforms, which greatly boosted JO MALONE sales during the epidemic.

During the epidemic, many real economies closed, and perfume stores had to close their doors during special periods. Expensive rental fees and employee salaries initially posed a huge challenge for JO MALONE perfume. The characteristics of e-commerce platforms that go beyond space, freely choose time, and low cost have been effectively reflected during the epidemic.

So it is not difficult to see that during the epidemic, JO MALONE still showed an overall growth rate in the Chinese market.

Because Chinese cannot go out to shopping in the offline market for security while enter a broadcast platform to purchase perfume becomes a good choice. Not only conformed to the trend of the epidemic, but even people can also afford products with a better discount according to the selling timeline.

by Yi Shan

30/11/2021