The Perfumery market with more than 1’000 launches every year became a very competitive and tough market to work on. Some brands outstand more than others, especially those who take risks and truly innovate. J’Adore was for sure, back in 1999, the last daring blockbuster creation of the fragrance and luxury house. Now, almost 20 years after the launch of J’Adore, Dior announced the launch end of August of a new big feminine fragrance, described as a new chapter in the company’s history. The fragrance is called JOY and at LuxuryActivist we feel it was not a good thing to acquire this name from Jean Patou. By trying to rewrite history, Dior forgets about the tremendous richness of the brand and not sure this will bring them luck. There are certain things that should not be done. The French brand already revisited history a couple of times, here is a…

• 21 August 2018