j’adore dior

Friday Chronicle #9: the Fragrance Christmas battle, The “Vampire Ball”

Friday Chronicle #9: the Fragrance Christmas battle, The “Vampire Ball”

Every Christmas, while Santa Claus is getting ready, the Fragrance industry prepares the end of the year sales program. Christmas represents berween 30 to 60% of annual sales for most of Fragrance brands. So you do not want to mess up with it. This year, there are loads of new fragrances and the all brands will dine at the Christmas table. Some of them will get a bigger piece of the cake than others. Remember the Polanski movie: The Fearless Vampire Killers? Well welcome to the ball. The fragrance industry, breaking to the Castle With more than 400 new product launched every year, the Fragrance industry is probably one of the most segmented markets in the world. This means that with less than 2% of market share you are a leader. The most challenging part of such a segmented market is to last. Indeed, from those 400 products launched, only…

Marilyn Monroe – Chanel 1 x Dior 0

Marilyn Monroe – Chanel 1 x Dior 0

When History and Marketing collides, there is only one who wins. And it is not Marketing. For this christmas Dior and Chanel are battling with one common weapon: Marilyn Monroe. The problem is that Dior features Marilyn Monroe perfuming herself with J’Adore  during a Dior couture’s fashion show. This is what we call an anachronism which is fine as it is an advertising. The problem is that Chanel just stroke back with a true Marilyn Monroe talking about Chanel N.5. And here, it is history! Sorry Dior but you loose. Chanel and Marilyn Monroe – the myth of ultimate femininity. We are in April 1952, Marilyn Monroe is 26 years old and Life Magazine has her for the first time in the cover of the magazine. She is the new star in Hollywood. She just signed with the 20th Century Fox and already played in different movies. That year will…