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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:

 

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Dior’s new J’Adore film integrates Hollywood stars of yesteryear

I love the new ad for Dior’s J’Adore fragrance.

Starring long-time face Charlize Theron once more, it also features past legends of the Hollywood screen including Marilyn Monroe, Marlene Dietrich and Grace Kelly.

According to Brand Channel, footage of each was digitally integrated in the ad, which was directed by Jean-Jacques Annaud and filmed in the ‘Galerie des Glaces’ at the ‘Château de Versailles’.

Check it out here:

 

Fans can also see behind-the-scenes content on the brand’s Facebook page.

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Digital snippets – 07/03

Dolce & Gabbana A/W 2011/12

I’ve returned from a work trip to an inbox full of digital news and launches. Here are a couple of highlights:

  • Live-streamed backstage videos and a wall of tweets at Dolce & Gabbana in Milan [Vogue.com]
  • Office celebrates launch of its first designer collaboration with PPQ with an exclusive video [Office]
  • Behind the scenes on a Uniqlo shoot with Orlando Bloom and Charlize Theron [Vogue.co.uk]
  • And not stricly speaking anything to do with digital, but an update on the Galliano story. Despite being fired from Dior following his arrest and the subsequent release of an incriminating video, his show went ahead in Paris yesterday. Reports also state the collection will go into production. [Reuters, Style.com, Vogue.co.uk]