Dior J'adore

This relaunch campaign in the French market for Dior J'adore, the flagship women's fragrance from Parfums Christian Dior, aimed to make the perfume the top-seller over the Christmas holiday season and depose Chanel No.5 from its status as the iconic market leader.

Dior J'adore

TBWA\Paris

Advertiser: Dior

Brand: Dior J'adore

Country: France

Objectives

Launched in 1999, Dior J'adore is now the iconic perfume from Parfums Christian Dior.

On the French women's fragrance market, Chanel and Christian Dior are respectively no.1 and no.2, with a significant advantage over their competitors.

Both groups are the market leaders.

Yet, during summer 2011, Dior J'Adore ranks 4th in sales on the French market, with a 3% market share. And Chanel N°5 leads the market with a 3.6% market share.

J'adore is therefore in a paradoxal situation. The iconic embodiment of Christian...

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