Dior dives into French Riviera with escapist fragrance

Eden-Roc is the latest addition to La Collection Privée. Image credit score: Christian Dior France’s Dior Parfums is capturing the essence of one of many Riviera’s most iconic locations in a brand new fragrance marketing campaign. Part of Dior’s La Collection Privée, Eden-Roc is a woodsy floral scent impressed by the luxurious Hôtel du Cap-Eden-Roc. To announce the fragrance launch, Dior unveiled a soothing vignette that transports customers to the South of France.“A singular promoting level about this marketing campaign is the truth that you’ll be able to odor every thing the creator is seeing on his stroll,” stated Romey Louangvilay, communications director at ELMNTL, New York. “In most luxurious fragrance commercials, it normally revolves round a romantic storyline and it’s troublesome for viewers to think about the odor that the fragrance is promoting.”Sun-filled scentThe new fragrance celebrates the one hundred and fiftieth anniversary of the Hôtel du Cap-Eden-Roc, which is strolling distance from Cap d’Antibes within the French Riviera. Over the years, the lodge has welcomed scores of well-known visitors together with Elizabeth Taylor, Ella Fitzgerald, Pablo Picasso and F. Scott Fitzgerald, who paid homage to it in his novel Tender is the Night.Developed by Dior’s perfumer-creator François Demachy, Eden-Roc bottles up the scent of the Mediterranean with high notes of citrus, sea salt and minerals. Middle notes embody jasmine and coconut, with base notes of pine and labdanum.Perfumer-creator François Demachy seems within the marketing campaign movie“The accords inform a Mediterranean story of marine air, flowers, and citrus fruits, and recall the fragrant scents of maritime pine bushes,” Mr. Demachy stated in an announcement. “Eden-Roc is an expensive legend and a breath of recent air, of utmost sophistication and beautiful simplicity.”Dior additionally describes the fragrance as translating “the signature palette of the Riviera” with inexperienced for the pine bushes, yellow for the solar and blue for the ocean.A brief movie to accompany the fragrance follows Mr. Demachy as he arrives on the lodge and explores the grounds. Close-ups of the jasmine flowers and Mr. Demachy sniffing the pines trace on the work in creating the scent.Without the flexibility to share the fragrance by means of movie, the vignette as a substitute opts for sweeping pictures of the ocean and tree-lined path, reflecting the scent’s colours. A soothing however invigorating melody is accompanied by the sound of waves and a mild breeze.“The digital camera pans in and highlights sure scents that individuals are acquainted with — the ocean breeze, flowers, open air, and so forth.,” Mr. Louangvilay stated. “These are frequent scents that individuals can affiliate with this industrial.”Another transient video reveals visitors on the glamorous lodge having fun with the refreshing water and breathtaking views of the Côte d’Azur.Pale gold in shade and packaged in a minimalist cylindrical bottle, Eden-Roc is a genderless fragrance like its friends within the unique La Collection Privée. A 4.25 oz. bottle retails for $250, and the fragrance can also be accessible as a candle, cleaning soap and physique cream.Focus on fragranceFragrances have been central to the Dior ethos since its starting, with founder Christian Dior having a deep appreciation for all issues floral.In one depth episode of its podcast collection, the model explored the heritage of Dior Parfums, giving followers a glimpse contained in the origin story of the Dior model and the fragrances that made the title iconic. The podcast performs on the model’s legacy and its historical past in Provence, Paris and Normandy with portraits of the people who helped develop and create Dior Parfums (see story).More just lately, Christian Dior examined the world of fragrance creation by means of a documentary function movie, shedding gentle on the mysterious craft.Directed by Clément Beauvais and Arthur de Kersauson, Nose adopted Mr. Demachy on his two-year quest by means of fourteen international locations to find the world’s Most worthy uncooked supplies. Through the hour-long highlight, Dior affords perception into the meticulous and inventive means of its famend fragrance composition (see story).That inventive course of can also be hinted at within the new marketing campaign for Eden-Roc.“Dior did a superb job at making the viewer really feel as in the event that they’re additionally on that morning stroll, smelling the identical smells that the creator is,” Mr. Louangvilay 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”,”iv”:”62110de6e5b279622420709fca2fa5ae”,”s”:”98ad84b884bdff5f”}

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