Dior focuses on savoir faire with documentary look at J’adore fragrance

Dior has released a 20-minute online film showcasing the creation of its J’adore perfume.

“Le Parfum – The Film”, as it’s called, documents everything from the sourcing of the scent’s raw materials to the blowing of its glass bottle. To do so it travels from Paris to Murano via Provence and India.

All the while, the Parfumeur Créateur of the Maison Dior, François Demachy, carries the story – albeit in French (a three-minute subtitled version lives on jadore.com).

The write-up reads: “This wayfaring film demonstrates that the birth of a perfume is due as much to the talent of its creator, as to the quality of its raw materials.”

It continues: “Timeless images show the expert techniques of those who cultivate and harvest. Astonishing moments reveal the know-how of those who obtain essences and absolutes from the rarest flowers. This beautiful escapade takes us into the splendour of regal, generous and respected nature.”

Claude Martinez, president and CEO of Parfums Christian Dior, told WWD: “For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance. 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.”

The documentary is complemented by a 60-second spot narrated by J’adore face, Charlize Theron. Released on TV in the US on Saturday, it has already received nearly five million views on YouTube.

According to WWD, it is slated to roll out on TV globally through December, as well as in cinemas in France and China. The Jadore.com microsite also hosts more information about the flowers, the creators and the bottle.

Watch both the 60-second and 20-minute version of the film, below:

 

Hermès taps into heritage and craftsmanship with digital launches

Hermès has launched a fun campaign through its Paris Mon Ami blog that engages with its fans while promoting the heritage of the company.

The ‘My Horse And I‘ initiative, encourages consumers to upload pictures of themselves with their favourite bangle or scarf alongside their equestrian best friend – be it hobby horse or real thing.

“Share your adventures, your friendships and your style,” reads the post dedicated to the search.

Meanwhile, the French luxury brand also has a microsite called Hearts and Crafts that provides an inside look at the making of its goods and those responsible for them.

10 employees are featured ranging from leather cutters to glass-makers, a jeweller and a colourist. Each one is profiled in a short video.

The site is based on the brand’s 48-minute feature film of the same name, created by Frédéric Laffont and Isabelle Dupuy-Charant. It was released in select theatres last year.