I was sort of ruminating the other day about Dior using Marilyn Monroe, Grace Kelly and Marlene Dietrich for the new film commercial for their J'Adore fragrance. Apparently something is very rotten at LVMH who owns the brand and things are taking an awry turn in general.
A while ago it was publicized that they had taken an old, iconic photo of French heartthrob and (mesmerizing eyed) actor Alain Delon in all its beauty, had digitally erased the dangling cigarette from his manly fingers in the original shoot (which you can see on our post here) to conform with political correctness and had then used the photo to promote their classic ~ruggedly masculine, yet elegant~ scent Eau Sauvage. It worked brilliantly sales-wise. I assume that there was some private deal behind the scenes between the actor and the group, or at least the person who held the rights for the photograph, but this time they're going too far. Because who owns the rights for an icon like Monroe or Dietrich?
So, in light of the latest, I am reminding you there is not only one, but two commercials for Eau Sauvage which use whole excerpts from the classic 1960s film La Piscine by Jacques Deray, in which Alain Delon struts his suave physique and virile attitude to great aplomb. Obviously they must have had permission from the producers, but I find the whole experiment rather crass and pathetic. I realize men of Delon's ilk are rare and icons such as Monroe, Kelly, Dietrich or indeed John Lennon (earning Yoko Ono a huge amount of money each year) are timeless, but surely they could have been at least rather more imaginative in their take chez LVMH, just like they could have been more imaginative while promoting their J'Adore. I'm not sure I' comfortable with where Dior is going nowadays...
Wednesday, September 7, 2011
Dior & LVMH: What the Hell?
Subscribe to:
Post Comments (Atom)
This Month's Popular Posts on Perfume Shrine
-
Iris Nobile by the Italian brand Acqua di Parma (makers of the famous Colonia and the Colonia Assoluta) is celebrating with a special editio...
-
First things first and if you think you have a lucky bone in your body, do drop a comment regarding the Advent Calendar that Tauer Perfumes ...
-
Andy Tauer of Tauer Parfums is having his Advent Calendar again this year for the length of December, countring down till Christmas. For the...
-
When testing fragrances, the average consumer is stumped when faced with the ubiquitous list of "fragrance notes" given out by the...
-
There is a huge market of marketing all things French to Anglosaxons and in that respect the title of today's post is in part taken off ...
-
“She is the embodiment of grace. She flows like water, she glows like fire and has the earthiness of a mortal goddess. She has flowers in h...
How right hou are! Being French and witnessing LVMH's manners, I agree with you completely: unimaginative they are...ergo, the contrary of true artists! But their aim is not Beauty but Money ("nous n'avons pas les mêmes valeurs" sigh! )
ReplyDeletePoor Christian Dior, he wouldn't recognize a thing in his "maison": he was so creative himself!
The uninspired advertising reflects pretty well the (much more serious) debasing of Dior's perfumes.
ReplyDeleteBut regarding the specific case, how different is the current Eau Sauvage from the vintage one? Is the oakmoss restriction a serious problem for Eau Sauvage?
cacio
Why, for heavens' sake, can't they come up with something new? Unless they make something in the spirit of the 50's, why don't they grab any random cute chick from the street?
ReplyDeleteAt least Alain Delon is still alive. Using dead celebrities to sell stuff grosses me out. How tacky!
ReplyDeleteDoc,
ReplyDeletehaha! Good point! :-D
(Chanel, are you listening?)
M,
ReplyDeletelate but better than never.
I don't think the oakmoss is a huge problem for the formula of ES. I suppose the citruses are much more of a problem in that one. ;-)
Not a big worry,move on.😫
ReplyDelete