Christian Dior: Miss Dior Absolutely Blooming Fragrance Campaign
Core Message/Proposition of Campaign:
Christian Dior is promoting their new fragrance Miss Dior Absolutely Blooming leading up to its debut at the end of this month. This is the third in the Miss Dior eau de parfum trilogy, featuring acclaimed actress Natalie Portman as the face of the brand and the fragrance. The core message conveyed by Dior in this campaign centres around passion, love, luxury– ideas Dior wants the audience to associate with the brand, as these are constant themes in previous ad campaigns.
What was the campaign trying to achieve overall, as its main objective?
The main objective of this campaign was to advertise the Miss Dior Absolutely Blooming perfume, …show more content…
These were aired both onscreen and on YouTube. The first of the film clips is a ‘mini-documentary’ as such, featuring Dior in-house head perfumer Francois Demarchy. The duo are filmed visiting a garden of Rose Centifolia – the main scent in the perfume – in France. A modestly dressed Portman is shown to be picking flowers for Dior’s new perfume and discussing the fragrance making process with Demachy. The other advertisement clips differ somewhat from the first mentioned. Portman, clad in a little black dress, lounging around and posing flirtatiously for the camera. The following static images featuring Portman were used to advertise the fragrance via magazines and billboards. Again, they are somewhat sensual and make use of juxtaposition – blank dress and dark make-up against ‘girly’ pink. In the right-hand image, the placement of the flowers is directly correlated to the floral perfume being …show more content…
The ‘mini-documentary’, through the use of vintage film techniques and the high-brow feel of the piece may be intended to reach an older, more sophisticated audience with an appreciation for fine perfume and a devotion of some degree to the Dior brand. The other video clips and the static advertisement images are likely to target a more youthful audience through the use of juxtaposition (Portman taking off the iconic Dior wedding gown to reveal a black slip, contrasting black and pink colours), celebrity and sex appeal. The use of subtle nudity in this campaign also appeals to males who are looking to purchase perfume for a female significant
Core Message/Proposition of Campaign:
Christian Dior is promoting their new fragrance Miss Dior Absolutely Blooming leading up to its debut at the end of this month. This is the third in the Miss Dior eau de parfum trilogy, featuring acclaimed actress Natalie Portman as the face of the brand and the fragrance. The core message conveyed by Dior in this campaign centres around passion, love, luxury– ideas Dior wants the audience to associate with the brand, as these are constant themes in previous ad campaigns.
What was the campaign trying to achieve overall, as its main objective?
The main objective of this campaign was to advertise the Miss Dior Absolutely Blooming perfume, …show more content…
These were aired both onscreen and on YouTube. The first of the film clips is a ‘mini-documentary’ as such, featuring Dior in-house head perfumer Francois Demarchy. The duo are filmed visiting a garden of Rose Centifolia – the main scent in the perfume – in France. A modestly dressed Portman is shown to be picking flowers for Dior’s new perfume and discussing the fragrance making process with Demachy. The other advertisement clips differ somewhat from the first mentioned. Portman, clad in a little black dress, lounging around and posing flirtatiously for the camera. The following static images featuring Portman were used to advertise the fragrance via magazines and billboards. Again, they are somewhat sensual and make use of juxtaposition – blank dress and dark make-up against ‘girly’ pink. In the right-hand image, the placement of the flowers is directly correlated to the floral perfume being …show more content…
The ‘mini-documentary’, through the use of vintage film techniques and the high-brow feel of the piece may be intended to reach an older, more sophisticated audience with an appreciation for fine perfume and a devotion of some degree to the Dior brand. The other video clips and the static advertisement images are likely to target a more youthful audience through the use of juxtaposition (Portman taking off the iconic Dior wedding gown to reveal a black slip, contrasting black and pink colours), celebrity and sex appeal. The use of subtle nudity in this campaign also appeals to males who are looking to purchase perfume for a female significant