“The old version, the Eau Sauvage, had lost its appeal with contemporary consumers,” said Thomai Serdari, professor of marketing at NYU’s Stern School of Business. Still, the prestige segment - which connotes big-budget, celebrity-fronted fragrances from luxury brands - has seen increased competition from niche players that are less reliant on department stores and travel retail.īy striking the right balance between luxury and mass-appeal in both the product and its marketing, Sauvage has become a bright spot in the category. Sauvage’s surge comes amid a supportive market for perfume: according to NPD, fragrance sales in the UK, Italy, Spain, France and Germany grew 19 percent to $8.3 billion year-over-year in March 2022, while fragrance sales in the US grew 43 percent to $6.5 billion over the same period.
The brand said one bottle was sold every three seconds in 2021.įirst-half sales in parent company LVMH’s perfume and cosmetics division grew 13 percent on an organic basis to €3.61 billion, the company said Tuesday. In the past year, the Fragrance Foundation Awards named Sauvage Elixir (a new, more potent formulation of the scent) as its men’s luxury fragrance of the year Dior signed a promising new ambassador for Sauvage in the form of Paris Saint Germain football star Kylian Mbappé and announced Sauvage had become the best-selling fragrance in the world, genders combined - nudging out women’s blockbusters like Chanel’s Coco Mademoiselle and Lancôme’s La Vie Est Belle.
Dior perfume tv#
Indeed, the fragrance’s fame goes deeper than recent events: Dior has spent the last seven years building on the initial success Sauvage enjoyed when it was launched in 2015, investing in TV spots and big out-of-home ad campaigns featuring Depp as well as expanding its roster of ambassadors, rolling out new formulations, and building out dedicated displays in prime points-of-sale around the world. But the brand may be betting that in today’s rapid-fire news cycle, consumers will quickly move on.
Dior has been lauded by the actor’s fans and lambasted by critics for standing by Depp in the face of serious allegations.ĭior declined to comment on its strategy of keeping Depp as the face of Sauvage.
Dior perfume movie#
Its frontman Johnny Depp’s defamation suit against ex-wife Amber Heard - which was decided in Depp’s favour - has put both the movie star and Sauvage in the headlines. “It feels like they tried to do it ‘right’ and involved some great people – but it’s still an ad for a notoriously racist company and a product called ‘Savage’,” wrote Adrienne Keene, a scholar and founder of the blog Native Appropriations.ĭepp has previously drawn criticism for his portrayal of Tonto, a Native American character in Disney’s 2013 remake of The Lone Ranger.ĭior did not respond directly to a request for comment.Dior’s Sauvage fragrance is enjoying a moment in the spotlight, but not only for the reasons a casual tabloid reader might think. In a press release, the French fashion giant noted that the film was created in collaboration with Native American consultants and the advocacy group Americans for Indian Opportunity, with the aim of “moving away from clichés in order to avoid the cultural appropriation and subversion that so often taints images representing Native peoples”.īut Dior’s attempt to work with Native Americans fell short, critics said. So the fact that “Sauvage” is on some “we are the land” BS is not surprising, but as always I find it deeply disturbing when brands force Native people to make the choice between stereotypes and misrepresentation, or utter invisibility.- Dr.
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