It’s the scent every guy wants and the scent every girl wants their boyfriend to have, and it’s appeal runs deeper than Johnny Depp. It is the brand’s advertising, retail and variety when it comes to Dior Sauvage products.
Dior Sauvage. According to the Business Of Fashion, the fragrance is “enjoying a moment in the spotlight, but not only for the reasons a casual tabloid reader might think.” So here are the three things to note about the fragrance.
1. Since it’s release, Dior’s Sauvage has become the world’s top fragrance, coming out on top of bestselling fragrances such as Chanel’s Coco Mademoiselle.
2. The brand’s mother company, LVMH, prioritises its beauty brands, with investments of over $300 million for operations last year.
3. Johnny Depp plays a significant role in the success of the fragrance, embodying the unconventional depiction of masculinity that the fragrance stands for.
“The old version, Eau Sauvage, has lost its appeal to modern consumers,” said professor of marketing at New York University’s Stern School of Business, Tomai Serdari. “[Dior] positioned this new Sauvage in such a way that it symbolizes luxury… while the creativity really fits in with what contemporary culture is today,” she added.
The fragrance assumed the title of luxury men’s fragrance of the year last year, appointed by the Fragrance Foundation Awards.
Not to mention, Dior has since hired a promising new ambassador for Sauvage – Paris Saint Germain’s, Kylian Mbappé.
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