Antonio Mcgowan
Dior's first fragrance launch in almost two decades, Joy is an ode to pleasure and life. The campaign, starring Jennifer Lawrence, aims to appeal to younger women who have yet to embrace luxury scents. The commercial, directed by Francis Lawrence, features Lawrence expressing the emotion of the scent by diving into a pool, lounging under the sun, and floating in a pool beneath the stars. The fresh colour palette of bright blue and white reflects the scent's clean and youthful notes.
| Characteristics | Values |
|---|---|
| Target audience | Millennials |
| Spokesperson | Jennifer Lawrence |
| Spokesperson characteristics | Spontaneous, natural beauty, award-winning actress, relatable, down-to-earth |
| Spokesperson's role in shaping the scent | Had a hand in shaping the new Dior scent |
| Spokesperson's attire | White gown, short hair, red lipstick, retro look |
| Spokesperson's activities | Diving into a pool, lounging under the sun, kissing a lover underwater, floating in a pool, running, bouncing on a trampoline |
| Setting | Hollywood Hills, Los Angeles |
| Music | "She's a Rainbow" by The Rolling Stones |
| Scent notes | Citrus, white florals, rose, musk, cedar, sandalwood, jasmine, ylang-ylang, mandarin, bergamot |
| Scent characteristics | Youthful, vibrant, organic, complex, fresh, immediate, clear, generous, enveloping softness and energy |
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What You'll Learn
Jennifer Lawrence's role in the commercial
Dior's first fragrance launch in almost two decades, Joy by Dior, is aimed at younger women who have yet to embrace luxury scents. The campaign features Hollywood actress Jennifer Lawrence, who is known for her down-to-earth personality and award-winning film career. Lawrence has been a face of the fashion house's ready-to-wear line for more than six years, and she joins other notable celebrities such as Natalie Portman and Charlize Theron, who are also Parfums Christian Dior spokesmodels.
In the commercial, Lawrence expresses the emotion of the scent by diving into a pool in slow motion, lounging under the sun, kissing a lover underwater, swimming with jellyfish, and floating in a pool beneath the stars. She also shoots water from her mouth towards the camera. Her hair is short, and her makeup is subdued, with lipstick that alternates between bold matte red and shimmery pink nude. She wears a flowy white gown and a sheer white dress over a boned corset.
The commercial was directed by Francis Lawrence (no relation), who also directed her 2018 film, Red Sparrow. The campaign added an element of cool by incorporating the Rolling Stones' "She's a Rainbow." The fresh colour palette of bright blue and white reflects the scent's clean notes of citrus, white florals, rose, and musk.
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The commercial's setting
The commercial for Dior's Joy fragrance features Hollywood actress Jennifer Lawrence, who has been a face of the fashion house's ready-to-wear line for several years. In the commercial, Lawrence is seen in a variety of settings, including lounging poolside, diving into a pool, and swimming underwater with glowing jellyfish and a mysterious lover. The setting is glamorous and elegant, reflecting the high-fashion nature of the brand. The pool scenes were shot at Lawrence's Los Angeles home, with the actress wearing a sheer white dress over a boned corset. In another scene, Lawrence channels a runaway bride, wearing a crisp white Dior gown and countless diamonds. The commercial also includes shots of the Hollywood Hills, adding to the glamorous setting. The choice of locations and visuals aligns with the fragrance's aim to appeal to younger women who have yet to embrace luxury scents. The combination of the A-list superstar, a music track by the Rolling Stones, and the glamorous setting creates an ode to high fashion, elegance, and timelessness.
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The commercial's music
The music in the Dior commercial for its new fragrance, Joy by Dior, is "She's a Rainbow" by The Rolling Stones. The choice of the song adds an element of cool to the campaign, which features actress Jennifer Lawrence as the face of the fragrance.
The commercial, which was released in 2021, is the brand's first fragrance launch in almost two decades. It is aimed at millennials who are not as inclined to use fragrances as past generations.
The combination of the Rolling Stones' classic song, a glamorous setting in the Hollywood Hills, and Lawrence's retro look creates an ode to high fashion. The commercial feels elegant, timeless, and rich, staying true to the Dior brand.
The fresh color palette of bright blue and white in the film reflects the clean scent of the fragrance, which has notes of citrus, white florals, rose, and musk. The use of "She's a Rainbow" in the commercial captures the emotion of the scent and adds to the magical and whimsical feel of the campaign.
The Joy by Dior commercial is a perfect example of how music can enhance the overall impact of a fragrance campaign, creating a timeless and elegant atmosphere that aligns with the brand's image.
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The fragrance's target audience
The target audience for the Joy by Dior fragrance is millennials, or people in their 20s. This generation is said to be less inclined to use fragrances than past generations. As such, the choice of Jennifer Lawrence as the face of the campaign was a strategic one, as she helps introduce a new audience to the Dior brand. Lawrence's down-to-earth personality, natural beauty, and spontaneity also align with the Joy brand and fragrance.
The campaign itself, with its combination of an A-list celebrity, a music track by the Rolling Stones, and a glamorous setting in the Hollywood Hills, embodies high fashion. It evokes a sense of elegance, timelessness, and richness, staying true to the Dior brand.
The fragrance's fresh and clean scent, with notes of citrus, white florals, rose, and musk, also appeals to a younger audience who appreciate organic and complex fragrances. The use of synthetic musk and the absence of animal musks are in line with the values of the target audience.
Overall, the target audience for Joy by Dior is a younger generation, particularly millennials, who may not typically be inclined towards fragrances. The campaign and the fragrance's characteristics aim to capture their interest and introduce them to the world of Dior.
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The fragrance's scent
The fragrance scent of Joy by Dior is described as an "olfactive interpretation of light" by the Dior perfumer François Demachy. The scent is said to be a combination of energy, liveliness, and softness, with a vibrant smile of flowers and citrus fruits. The top notes of the fragrance include juicy citrus, bergamot, and mandarin orange, while the middle notes are floral with jasmine, Grasse rose, peach, and cassis. The base notes are woody and musky, with white musk, sandalwood, cedar, patchouli, and benzoin. The overall effect is a scent that is both enveloping and energetic, an ode to pleasure and life.
The fragrance is designed to appeal to younger women who may not typically embrace luxury scents. It has a fresh, clean scent with bright blue and white colours reflecting its vibrant, joyful nature. The campaign for Joy by Dior features actress Jennifer Lawrence, who embodies the fragrance's attributes of spontaneity, natural beauty, and whimsy. The combination of Lawrence, a Rolling Stones music track, and a glamorous setting in the Hollywood Hills creates an elegant, timeless, and rich atmosphere true to the Dior brand.
The scent of Joy by Dior has been described as "soulful and elegant", with a light, airy, and dry character. It is said to be less powdery and musky than other Dior fragrances, making it suitable for daily wear while maintaining an air of poise. Some have noted that the fragrance can be strong and harsh initially, but this gives way to softer, powdery notes over time. The long-lasting nature of the scent has been highlighted, with wearers still detecting it on their skin even after it seems to have disappeared.
The Joy by Dior Eau de Parfum Intense is a new olfactory burst, a scent of joy where flowers explode in a dazzling light of citrus and the colourful shine of rose and jasmine. The fragrance is heightened by a woody echo of sandalwood tinged with vanilla, resulting in a floral firework. The top notes of this composition feature neroli, while the heart of the fragrance is a floral bouquet of Centifolia rose and jasmine grandiflorum. The base notes return to the woody theme with rich and creamy sandalwood, wrapping the composition in a warm embrace.
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Frequently asked questions
The point of the Joy by Dior fragrance commercial is to appeal to younger women who have yet to embrace luxury scents.
The face of the Joy by Dior fragrance is Jennifer Lawrence.
The scent of the Joy by Dior fragrance is a combination of flowers, citrus, cedar, sandalwood, and musk.
The Joy by Dior fragrance commercial was released in 2018.
