Johnny Depp's Signature Scent: The Cologne He Endorsed

Johnny Depp has been the face of Dior's Sauvage fragrance since 2015. The French luxury fashion house stood by the star during his legal battle with ex-wife Amber Heard, and in 2023, renewed his contract for three years and more than $20 million. Depp's association with Sauvage has been controversial, with accusations of cultural appropriation levelled at the fragrance's marketing. However, Dior's decision to retain Depp as its brand ambassador resulted in a significant boost in sales.

Johnny Depp's contract with Dior

Johnny Depp has been the face of Dior's Sauvage fragrance since 2015. In 2023, he renewed his contract with the brand for three more years, in a deal worth over $20 million. This makes it the biggest men's fragrance contract ever, surpassing the previous record held by Dior's $12 million deal with Robert Pattinson.

Dior faced pressure to drop Depp after a UK court ruled against him in his 2020 libel suit against The Sun over its description of him as a "wife-beater" in relation to his ex-wife, Amber Heard. However, Dior's parent company LVMH stood by the actor during his legal battle, and his image and marketability improved significantly after he emerged victorious in a highly publicised defamation trial against Heard in 2022.

Bernard Arnault, CEO of LVMH, credited Depp's association with Sauvage as one of the main reasons for the cologne's remarkable success. The fragrance's sales skyrocketed following Depp's legal victory, and the actor's new contract coincides with a high-profile showing at the Cannes Film Festival, where his new film "Jeanne du Barry" premiered.

Depp's deal with Dior could also help pave the way for his return to major studio films, as he had lost significant wages due to his legal troubles. The actor has been focused on work and is excited about his comeback, with several projects in the pipeline, including his first directorial effort in 25 years, titled "Modi".

Dior's decision to keep Depp as a brand ambassador

Johnny Depp first became the face of Dior Sauvage in 2015. In 2020, Depp was charged with multiple cases of assault against his ex-wife, Amber Heard. Despite the controversy, Dior chose not to drop Depp as the face of the fragrance. This decision was met with backlash from the public, and Dior faced pressure to cut ties with the actor. However, Dior stood by Depp, citing the principle of innocent until proven guilty.

Another factor in Dior's decision may have been the impact on sales. After the hearings ended and Dior refused to remove Depp as the face of Sauvage, sales of the fragrance increased significantly, becoming the top-selling fragrance at multiple retailers. Dior's decision to stand by Depp resulted in a remarkable increase in sales, with a boost of 23% in searches for the company's fragrance. This indicated that fans of the actor passionately rallied behind him, showing their support by purchasing the product he endorsed.

Additionally, Dior may have considered the potential for a positive brand image by keeping Depp as their brand ambassador. By giving Depp a second chance and showing empathy towards their brand ambassador, Dior received positive reviews and praise from the media and the public. Hashtags such as #JusticeForJohnnyDepp trended on social media, although Dior did not participate in this movement. The company's decision to stand by Depp during a difficult time was seen as a small act of kindness, resulting in free marketing and advertisement for the brand.

In summary, Dior's decision to keep Johnny Depp as a brand ambassador can be attributed to their commitment to fairness, the value they placed on their long-standing relationship with the actor, the potential impact on sales, and the positive brand image that emerged from standing by Depp during a controversial time.

The controversy surrounding Dior's Sauvage fragrance

Dior faced a backlash for its Sauvage fragrance in 2019, when it released an ad campaign for a new parfum in the Sauvage scent line. The ad featured a Native American spirit dancer, and was criticised for appropriating Native American culture and imagery.

The ad was for an "authentic journey deep into the Native American soul in a sacred, founding and secular territory", and included a short clip of a Native American dancer performing to a drumbeat, with the narration: "We are the land. Dior."

The ad was called out on social media, with some people saying that the use of Native American imagery and the continued use of the word "sauvage" – a slur meaning "savage" – was racist.

Dior responded to the backlash, saying that the ad had been made in close collaboration with Native American consultants from the organisation Americans for Indian Opportunity, "in order to respect Indigenous cultures, values and heritage".

However, critics remained displeased with the representation.

Despite the controversy, Dior stuck with Johnny Depp as the face of the Sauvage fragrance, even after he was charged with assaulting his ex-wife Amber Heard.

Depp's advertisements for Sauvage

Johnny Depp has been the face of Dior Sauvage since 2015, when he was brought on as a brand ambassador for the luxury fashion house. Dior has stuck with Depp through various controversies, including his highly publicised trial with ex-wife Amber Heard.

Dior faced pressure to drop Depp after a UK court ruled against him in his 2020 libel suit against The Sun, which had described him as a "wife beater". However, Depp's image improved significantly after he won a defamation trial against Heard in 2022, and Dior Sauvage sales skyrocketed. Bernard Arnault, CEO of Dior's parent company LVMH, cited Depp's image as one of the main reasons for the cologne's success.

In 2023, Depp renewed his contract with Dior for three years and $$20 million. This deal is the biggest men's fragrance pact ever, eclipsing the deals of other A-listers like Robert Pattinson and Brad Pitt.

Despite the controversies, Depp's association with Sauvage has been a success for Dior, with sales increasing and the fragrance becoming the top-selling item at multiple retailers.

The fragrance notes of Dior Sauvage

Dior Sauvage is an aromatic fougère fragrance for men, launched in 2015. The nose behind this fragrance is François Demachy, Dior's in-house perfumer. The Sauvage cologne features top notes of Calabrian bergamot and pepper; middle notes of Sichuan pepper, lavender, pink pepper, vetiver, patchouli, geranium and elemi; and base notes of cedar, labdanum, and ambroxan.

The fragrance is described as radically fresh, raw and noble. It is said to be prevalent with carefully selected natural ingredients. The fresh top notes of Calabria bergamot encounter ambroxan, obtained from precious ambergris, and its woody trail.

The Dior Sauvage cologne is inspired by wild, open spaces; a blue sky that covers rocky landscapes, hot under the desert sun. The name 'Sauvage' is French for 'wild' or 'savage', reflecting Johnny Depp's wild character.

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