Seamus Hammond
Dior's 'Joy' fragrance is the fashion house's first new scent in 20 years and the face of the campaign is none other than Hollywood actress Jennifer Lawrence. The commercial, directed by Francis Lawrence, sees J-Law dressed in a flowy white gown, diving into a pool, kissing a lover underwater, and floating beneath the stars. The campaign is said to be aimed at millennials, with the company feeling it was time to talk to the next generation of consumers.
| Characteristics | Values |
|---|---|
| Brand | Dior |
| Product | Joy |
| Product Type | Fragrance |
| Model | Jennifer Lawrence |
| Director | France Lawrence |
| Music | "She's a Rainbow" by The Rolling Stones |
| Dress | White gown |
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What You'll Learn
Jennifer Lawrence as the face of Joy by Dior
Jennifer Lawrence is the face of Dior's third pillar fragrance, Joy. The actress, who has been a face of the fashion house's ready-to-wear line for more than six years, was chosen to embody the new scent, which is aimed at millennials.
The campaign, directed by Francis Lawrence, who worked with J-Law on Red Sparrow and the Hunger Games films, features Lawrence in a variety of settings, including lounging poolside, kissing a lover underwater, and floating in a pool beneath the stars. In one scene, she channels a runaway bride, wearing a crisp white Dior gown and countless diamonds.
Lawrence had a hand in shaping the scent, according to its creator, François Demachy. She visited the laboratory six months into the project and was asked to smell some basic ingredients so Demachy could get a sense of her instinctive reactions. He found her to be very instinctive and reactive, and sensitive to musky tones.
The actress has expressed her happiness with the final product, describing it as fresh, with notes of flowers, citrus, cedar, sandalwood, and musk. She also shared that she is a perfume enthusiast, having previously worn Chanel No. 5.
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The fragrance's name and its significance
The fragrance's name, Joy, is significant for several reasons. Firstly, it evokes a sense of happiness and positivity, reflecting the intended experience of wearing the perfume. The name also hints at the scent's floral and fruity notes, creating a cheerful and uplifting aroma.
Secondly, the name Joy is significant in the context of Dior's fragrance portfolio. Joy by Dior is the brand's third pillar fragrance for women, following Miss Dior (1947) and J'Adore Dior (1999). A "pillar fragrance" is akin to a "mother goddess brand," with sub-brands branching out from it. By naming their new scent Joy, Dior introduced a fresh pillar from which future sub-brands could emerge, targeting a younger generation of consumers who may have been disconnected from the brand.
Additionally, the name Joy has a historical significance in the world of perfumery. Jean Patou's iconic fragrance, also named Joy and created in 1929, was considered a landmark in floral perfumes. When LVMH purchased Patou and Dior acquired the rights to the name "Joy", it sparked controversy among perfume enthusiasts. Some viewed it as a symbolic "`murder`" of the original Joy, while others felt that two fragrances with the same name could coexist in the market.
The choice of the name Joy by Dior thus carries multiple layers of meaning, reflecting the scent's essence, strategic brand positioning, and the complex dynamics of the fragrance industry.
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The scent profile of Joy
Dior's Joy is a floral-fresh fragrance with a unique scent profile. It is described as an ode to pleasure and life, capturing the essence of energy, liveliness, and softness. The perfume combines vibrant floral notes with a burst of citrus fruits, creating a joyful and uplifting sensation.
The top notes of Joy feature zested bergamot and sweet mandarin, adding a touch of freshness and sweetness to the fragrance. These initial scents are followed by a heart of abstract jasmine and a rosy centre, with the undeniable presence of rose creating a creamy, musky depth. The jasmine notes are described as light and not overwhelming, adding a subtle touch to the overall composition.
The base of the perfume is where the woody notes come into play, with sandalwood and cedar providing a smooth and warm foundation. Musk is also a key element in the scent profile, adding a soft and sensual layer to the fragrance. The combination of these notes creates a clear and clean scent that is both youthful and timeless.
The perfume is designed to appeal to the next generation of consumers, particularly those in their 20s, and it is said to embody the spirit of joy and happiness. The face of the campaign, Jennifer Lawrence, embodies this joy with her spontaneous and infectious attitude. The scent is meant to evoke a feeling of light and capture the essence of a joyful moment, much like a pointillist painting with its myriad of nuances and facets.
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The campaign's creative direction
The campaign for Dior's Joy fragrance was directed by Francis Lawrence, who worked with Jennifer Lawrence on Red Sparrow and the Hunger Games franchise. The creative direction for the campaign was informed by the perfume's name, Joy, and the idea of capturing the essence of joy and happiness. The campaign aimed to appeal to the next generation of consumers, particularly millennials in their 20s, and to present the fragrance as fresh and modern.
The campaign featured Jennifer Lawrence, who was chosen as the face of the fragrance because she embodied the spirit of joy and spontaneity. The creative direction of the campaign centred around Lawrence and her personality, with the actress involved in shaping the scent and the campaign. The campaign aimed to capture Lawrence's playful and spontaneous nature, with the actress running, bouncing on a trampoline, and diving into a pool. The setting for the campaign was both luxurious and playful, with Lawrence wearing a crisp white Dior gown and diamonds while diving into a swimming pool.
The campaign also featured close-up shots of Lawrence, showcasing her red lipstick and glossy lips, emphasising the fragrance's sex appeal. The creative direction for these shots was more intimate and focused on Lawrence's connection to the fragrance. In these shots, Lawrence is wearing more casual clothing, including cropped Levi's, grey Nike slides, and a white logo t-shirt that said Dior. She is also wearing the Joy fragrance on her wrist, inviting viewers to imagine the scent.
The campaign also included behind-the-scenes footage and interviews with Lawrence, giving viewers a glimpse into the making of the campaign and the actress' personal connection to the fragrance. The creative direction for these portions of the campaign was more relaxed and spontaneous, reflecting Lawrence's personality. These behind-the-scenes moments also highlighted the effort and marathon-like nature of the shoot, with a large crew and multiple days of filming.
Overall, the creative direction for the Joy by Dior campaign centred around Jennifer Lawrence and her embodiment of joy and spontaneity. The campaign aimed to capture the essence of the fragrance's name, appealing to a new generation of consumers with a fresh and modern aesthetic. The campaign featured a mix of playful and intimate moments, showcasing the fragrance's sex appeal and Lawrence's connection to it.
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The commercial's music
The music in the Christian Dior commercial for JOY, the fragrance starring Jennifer Lawrence, is "She's a Rainbow" by The Rolling Stones. The song, which features the vocals of Mick Jagger, was first released in 1967. The choice of song is an interesting one, as it adds a layer of complexity to the commercial. The Rolling Stones are a classic rock band, and their music is often associated with a sense of cool and edginess. This contrasts with the light and playful nature of the commercial, which features Lawrence dressed in a flowy white gown, diving into a pool in slow motion, and kissing a lover underwater. The song's lyrics, which describe a woman as a "rainbow" and a "vision of love," also add a romantic and dreamy element to the commercial.
The use of "She's a Rainbow" in the JOY commercial is an excellent example of how music can be used to enhance the impact of a visual advertisement. The song's upbeat and catchy melody captures the attention of the viewer, while the lyrics' themes of love and happiness resonate with the theme of the fragrance, which is all about capturing the essence of joy. Furthermore, the association with The Rolling Stones, one of the most iconic and enduring bands of all time, adds a level of prestige and sophistication to the JOY brand.
The commercial has been very well-received, with many viewers commenting on the effectiveness of the music in creating a memorable and engaging advertisement. Some have even gone so far as to say that the song should have won an Oscar for its contribution to the commercial! It is a testament to the power of music in advertising that a single song can have such a significant impact on the success of a campaign.
The choice of "She's a Rainbow" for the JOY by Dior commercial is a brilliant example of the art of music supervision in advertising. The song captures the essence of the fragrance and the spirit of the Dior brand, creating a lasting impression on viewers and helping to establish JOY as a pillar fragrance for the luxury house. By evoking a sense of joy and freedom, the music helps to create a positive association with the fragrance, ensuring that it will be remembered by consumers long after the commercial has ended.
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Frequently asked questions
The model in the JOY by Dior commercial is Jennifer Lawrence.
In the commercial, Jennifer Lawrence wears a flowy or sheer white gown, a white corset, and a red lip.
The commercial was shot at Jennifer Lawrence's Los Angeles home and features her diving into a pool.
The perfume is described as fresh, with notes of flowers, citrus, cedar, sandalwood, and musk.
JOY by Dior is targeted towards millennials, specifically the next generation of consumers in their 20s.
