Dior have released a new campaign for the re-brand of their ‘iconic’ trio of Dior Addict fragrances with Daphne Groeneveld as the new face of the campaign as photographed by the delightfully whimsical Tim Walker. The film directed by Jonas Akerlund (Madonna and Lady Gaga movies & music videos fame):
She is young, fabulously beautiful and captivates all who cross her path. Like her, the mythical setting of Saint-Tropez possesses an indefinable je-nesais- quoi. With smouldering sensuality combined with irresistible lightness, the young Dior Addict woman dazzles, giving free rein to her daring and desires. Music and dance. Freedom and seduction… Dior Addict, a magic potion and elixir of love, gives women power.
Just to clarify Dior aren’t releasing three new fragrances, they are just re-branding the current Dior Addict fragrances. Dior Addict is a universe composed of three fragrances with contrasting scent compositions and were created by perfumer Francois Demachy.
“Dior Addict is a concentration of all the energy and seductive power of Dior. So that the Dior woman may be radiant, captivating and seductive.” François Demachy, Dior Perfume-Creator
Dior Addict Eau de Parfum is the original fragrance (dark blue bottle) is an oriental, modern scent with the composition opening with silk flower accords and mandarin wood. The heart encompasses lush and attractive Jamaican queen of the night flowers unique for their opulent and intoxicating vanilla-like scent. Sensual base provide a soft, velvety background for floral-woody notes and calm us down like darkness, like a warm summer night. A low-cut black sheath dress in the finest organza.
Dior Addict Eau Fraîche (previously Dior Addict 2 – pink bottle) is a bright, fresh woody fragrance with top notes of the composition being citrusy notes of grapefruit and bergamot. The heart incorporates freesia and white lotus, sprinkled with fruity drops of tasty pomegranate. The base includes woody accords combined with sensual white musk. A swirling dress of transparent silk chiffon.
Dior Addict Eau Sensuelle (previously Dior Addict to Life – my personal favourite – lavender bottle) is a floral and sensual fragrance that starts with top notes providing an intense burst of rose oil and rose absolute. The heart opens petals of a rich bouquet of essential oils of rose and jasmine, while the base introduces balance and harmony with accords of cedar and soft white musk. An elegant, lilac coloured silky dress.
Check out the teaser videos:
The three fragrances are available as; Dior Addict EDP 50ML RRP$130 and 100ML RRP$180; Dior Addict Eau Fraîche EDT 50ML RRP$110 and 100ML RRP$140; Dior Addict Eau Sensuelle EDT 50ML RRP$110 and 100ML RRP$140.
The new campaign will launch in Australia July 30th, the fragrances are available nationally at Myer and David Jones.
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