Dior Stratege

Topics: Perfume, Charlize Theron, Cosmetics Pages: 3 (774 words) Published: March 17, 2013
"That magic name which includes that of God and Gold”, these are the words of Jean Cocteau on the Dior brand. In this presentation, we will try to decipher the planetary success of a fragrance that many women have adopted with fervor: J'adore Dior. This famous perfume is celebrating its 10th anniversary and its success has always seen a rise.The perfume ranks the first in the top-selling perfumes (or second, depending on the year), and it has become a must have accessory along with the classic Chanel No. 5 and Angel by Thierry Mugler.

The Christian Dior company was born in 1947 when Christian Dior decided to give the woman a new elegant feel. He began to create clothes, designed them and organized his first show. In the same year, his first fragrance, Miss Dior, represented "the indispensable complement of the female personality, the final touch to a dress." This was followed by many fragrance launches in 1949 such as Diorama, Fresh Water in 1953, and Diorissimo Diorling in 1956 and 1963. The company extended its operations to the field of cosmetic products in 1955 and body care by 1973.

In 1970, the Arnault SAS group became the majority shareholder of Christian Dior SAS. Soon, it evolved to become one of the figureheads of the perfume sector along the lines of LVMH. Among the major perfume brands, we can mention Miss Dior J'adore, Poison, Dior Addict for Women and Eau Sauvage Fahrenheit, Dune pour Homme, Dior Homme for men.

In terms of cosmetics, some of the leading brands are the Christian Dior Capture Diorsnow, Hydraction and Gold Life for the care and Dior Addict, Diorskin, Backstage and Rouge Dior makeup.

•The House concept

Dior boasts four core values found in each product and in all its communication approaches: -Creativity

The House is now present on several axes, namely the high fashion, leather goods, jewelry, perfumes and cosmetics. It is positioned on each of these axes, and is a luxury segment...
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