Christian Dior's Current range of Fragrances.

Christian Dior has around 164 fragrances, and is one of the oldest perfume houses to exist. Their earliest creation which was called Miss Dior, was formulated and released in 1947. Then their newest creations was released this year, 2014. Also due to Dior's fashion background, it enabled them to work alongside other well-known perfume legends of the mid-twentieth century.

Christian Dior's current range of fragrances, released in 2014 include:

• Poison Extrait de Parfum - £69, 50ml. £96, 100ml
• Miss Dior Original Extrait de Parfum - £130, 15ml 
• Miss Dior Extrait de Parfum - £83, 7.5ml
• J`Adore Extrait de Parfum - £57, 50ml. £82, 100ml
• Diorissimo Extrait de Parfum - £68, 50ml
• Miss Dior Blooming Bouquet - £55, 50ml. £79, 100ml 
• Dior Addict Eau de Parfum - £47, 30ml. £69, 50ml. £96, 100ml
• Dior Addict Eau de Toilette - £52, 50ml. £73, 100ml 
• Dior Addict Eau Fraiche - £55, 50ml. £79, 100ml

I took this image in House of Fraser London, of the Christian Dior fragrance counter to show that the new releases I have listed above are given centre stage at the Dior stand. The Luxury Fashion brand understand that Christmas is fast approaching, and therefore know that fragrance is one of the top listed things to purchase as a gift. This was the first thing I saw when I walked to the Dior counter; exquisitely placed and perfectly kept perfume bottles!

I have decided to research the individual stories of three of Dior's current fragrances that are best sellers for Dior, which are: Miss Dior Blooming Bouquet, J'adore Dior and Dior Hypnotic Poison. 

The house of Dior thought of their perfume creations as an extension of their garments. Taking Dior that step further and allowing an alternative accessory; different from the rest of the Luxury brands at that time. They launched their company Parfums Dior. Launching their first fragrance in 1947, which was Miss Dior; named for the designer's sister Catherine.

Although Miss Dior was the first creation by Jean Carles and Paul Vacher to hit the shelves for Dior's fragrance collection in 1947, they have released many revamped versions of the Miss Dior scent. In total Dior has 22 different Eu De Parfum and Eu De Toilette formulates that are in the Miss Dior family. They used Natalie Portman to re-release a version of the scent, calling it 'Miss Dior Blooming Bouquet', retailing at around £79 for 100ml. Therefore, I have decided to analyse this ad campaign as it is the most recent release, and in my opinion the most beautiful.

The ad campaign owns a floral meets fairy-tale theme, with beautiful pastel shades everywhere. I would say that this ad campaign is aimed at young, females that adore beautiful, girly things. Also by using Natalie Portman; a young attractive female, the brand usually trying to attract it's target audience by using a model that they may aspire to be like. This is another reason why I think it is aimed at young females, as she is a young female emulating a princesses life. 

Although, I would add that she may be quiet wealthy too, as Dior is a Luxury Fashion brand.  

Finally, after speaking to a member of Dior at House of Fraser in central London about the Miss Dior range, I found out that the scent sells 'quite well'. And is in fact as I predicted popular with females ranging from the ages of about 25-30+. Although, she did comment that Dior has more popular fragrances that sell better, because they are promoted to a further extent than Miss Dior at the moment. But one of the reasons why Miss Dior exceeds itself around Christmas time, is because they offer a gift set. Which includes four miniature versions of perfumes that are in the Miss Dior family.   

J'adore Dior was launched in 1999 and is only 15 years old. Even so, it has been so successful that you would think it had been on the shelves for a lot longer! Now there are extensions to the original J'adore Dior fragrance, called J'adore L'Or and J'adore L'absolu. Although, in total Dior has 17 different Eu De Parfum and Eu De Toilette formulates that are in the J'adore Dior family.

J’adore Dior is a modern, high-class fragrance, which has become very popular over the short space of time it has been released, retaining at around £82 for 100ml. I feel that the reason for it being so popular is due to what I mention above. Its' different variants within the collection.

Although I would say, that is only the start as to why it is so successful. Charlize Theron has starred in a long line of successful campaigns for Dior's fragrance J'adore Dior. I decided to analyse this ad campaign as it is the original fragrance for the J'adore Dior range, also the most popular one to date. But in my opinion, I would say that the most poignant one to date would be the one filmed in 2011. The campaign does not only focus on J'adore Dior as a fragrance; but it emulates the brands history and timeless elegance in such a short space of time, precisely 1 minute and 30 seconds.

Firstly, the attributes in which the perfume contains are everywhere. The whole advert has gold, weaving in and out of each shot. But most of all Theron is a walking imitation of the perfume's bottle. It is carried out in such a cleaver way, as her body curves just like the bottle's shape and the dress also accentuates this. The necklace she wears signifies the slim tall part of the bottle, and as the dress falls on her hips, it then signifies the more fuller part of the bootle. 

As well as this the advert contains the whole of Dior's history. For a start, it was shot in Versailles, France; which is where the brand began. But to make it more elegant the whole advert is filmed at the Hall of Mirrors in Versailles, France. This was King Louis XIV's home; and he is often known as the person who made fashion something to care about. Although this specific venue has no direct attachment with the brand, the hall of mirrors itself oozes class, elegance and expense; and these words have very much to do with the brand. 

Throughout the whole commercial Dior uses CGI to enable some very famous film stars that could otherwise not attend the shooting, these faces include: Marilyn Monroe, Grace Kelly and Marlene Dietrich. This once again is showing Dior's timeless brand. In the sense that it was around when these timeless film-stars were at the peaks of their careers and they were endorsing Dior! 

By tying in all of these exquisite aspects for each and every one of the J'adore Dior ad campaigns, Dior has managed to 'sell the dream' to everyone. The brand understands that a lot of people would love to purchase everything that Dior has to offer, but simply cannot afford that life-style. So by Dior tapping into the fragrance market in a major way, it allows people to afford and in turn gain some fulfilment in owning something from the Dior brand.

I would say that this ad campaign is aimed at woman around the ages of 35-40+, that appreciate exquisite things and want the best things in life. By using Charlize Theron; a successful attractive middle-aged female. Dior is trying to catch the attention of women around the same age as her, that see Theron as someone to look up to and still aspire to become. Also, throughout the actual ad, there is luxurious things shown in every shot: jewels, expensive gowns and the Theron getting lapped - like a film star. But although this is happening, it is not the most significant message. It is that theres more to life that material goods, and sometimes it's as simple as something like a fragrance to make you feel special. This could attract many women of this age range as they understand that materialistic goods aren't always the key to happiness. Yet this fragrance could create happiness for them, owning a little piece of 'gold'.

As J'adore Dior is the top selling perfume in France I guessed that this would be a popular one in the fragrance market. But again I asked a member at House of Fraser how they would say J'adore Dior does in terms of sales. I found out that it is extremely popular in sales, and is intact their top seller; especially around the Christmas period. 

Finally I took this image in House of Fraser London, of the Christian Dior fragrance counter to show just how much space is given to J'adore Dior. Not only does this attract customers, but the reason why it has such a large stand in the first place, it because of its amazing success over the years!

Christian Dior’s most iconic perfume family is the Poison series, that launched with the original Poison in 1985. The collection was like no other, as no perfume had created such a buzz in the media for its controversial connotations. It encouraged women to be more confident and daring, which shocked the opinionated people.

There are now extensions to the original Dior Poison fragrance. The main ones being called: Dior Poison, Dior Hypnotic Poison, Dior Pure Poison, Dior Midnight Poison, and Dior Poison Tendre. Although, in total Dior has 14 different Eu De Parfum and Eu De Toilette formulates that are in the Dior Poison family.

One of the most popular fragrances in this franchise is Dior's Hypnotic Poison. It was launched in 1998, and created by Annick Menardo and is an Oriental Vanilla smelling fragrance. The name 'Hypnotic Poison' captures the intensity and danger that any poison contains, in a mesmerising and addictive way.

Dior Hypnotic Poison is a scandalous and very much 'naughty' fragrance. I feel that the reason for it being so popular is due to what I mention above. Retailing at around £96, 100ml, it is one of Dior's more expensive fragrances. Therefore, I have decided to analyse this ad campaign as it is the most recent release for the Dior Poison family; splashed all over Dior's website with its' beautifully gothic look. Also in my opinion it contains the most interesting ad campaign, having lots of underlining references. 

The newest ad campaign for Dior Hypnotic Poison optimises the word 'poison'. From the shape of the bottle to the colour scheme of the whole ad. The apple shaped bottle, made by Saint-Gobain, with dark highlighted within the glass signifies a dripping poison over the 'forbidden fruit'. The neck of the bottle is decorated with a black ribbon, and then sealed with a Christian Dior, CD stamp. 

I would say that this ad campaign is aimed at women aged 35+ as this era would have been in their 20s' when the fragrance was released. Therefore, today they will remember the huge impact that Dior Hypnotic Poison had on the fragrance market. They will know how the campaigns wanted to make woman gain a feeling of devilishness, and embracing their inner rebellious side.  

After speaking to a member of Dior at Selfridges about Dior Hypnotic Poison, I found out that the most popular scent out of the Poison family was actually Dior Hypnotic Poison. The sales assistant told me that she thinks it has a lot to do with its recent rebrand. And also because it is the most advertised scent on the Dior website within the Dior Poison range page.