6 ч 23 янв 2022 г. - LE JOURNAL DU DIMANCHE Sauvage by Dior For The First Time A Men's Fragrance Has Risen To The Top Of World Sales

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FROM LE JOURNAL DU DIMANCHE

[Translated from the original French using Google Translate]

With Dior's "Sauvage", for the first time a male perfume rises to the top of global sales

ByMarie-Pierre Gröndahl

A bottle of "Sauvage", the latest version of Dior's Eau Sauvage, is sold every three seconds on the planet.

For the first time in the history of the world perfumery market (31 billion euros in 2021), it is a male product that has risen to the top of sales, all fragrances combined, female and male: "Sauvage ", the latest version of Dior's iconic Eau Sauvage, created in 1966 by Edmond Roudnitska . This perfume, of which actor Johnny Depp is the muse, was launched in 2016. Today, one is sold every three seconds on the planet.

This new version, created by the nose François Demachy, is an essence "between brutality and nobility", both "strong and fragile, virile and fresh". Calabrian bergamot, rose berries, Sichuan pepper, lavender, vetivier, patchouli... The ingredients give the fragrance its own identity, served by a revamped bottle and advertising campaigns similar to short films. Like the last clip featuring the American actor in the middle of a pack of wolves, imagined by Jean-Baptiste Mondino, director for Bashung, Madonna or Vanessa Paradis.

4.66 billion euros for the perfume branch

In December, the Dior house announced a new French muse for the fragrance. After Robert Pattinson and Johnny Depp, the brand opted for the striker of Paris Saint-Germain and the French team, Kylian Mbappé. A change of course for Dior, which praised the player's charitable commitment.

Within the LVMH group, owner of Parfums Christian Dior, the entire perfume and cosmetics branch achieved a turnover of 4.66 billion euros over the first nine months of 2021.

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