November 23, 2012

J'Adore de Dior, "Le Parfum – The Film"

Few days ago Dior released their last campaign film for their best selling perfume, J'Adore. More than just a commercial, Dior’s new film, simply called “Le Parfum – The Film” intends to make us travel around the world from India to Grasse –the world capital of perfumes, and from Murano to Paris…

The film presents a philosophy of beauty, purity and top quality know-how dear to Dior: "In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it's important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it's not recipes from a computer. But it's voyages, it's people who grow flowers, it's people who mix them after, glassmakers," Claude Martinez, president and chief executive officer of Parfums Christian Dior, told WWD in an interview.

No celebrity ambassador this time. The beauty is embodied by breathtaking landscapes, lush flowers and secret places where, step by step, the process of creation takes place.

The story continues on Dior's website where the reader discovers the creation of the perfume in five chapters, from the origin of flowers to the bottle's design.

A true invitation to an olfactory journey, starting with a small glass bottle...

©  Dior website

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