Christian Dior
JOY de Dior
Joy the new great feminine fragrance from Dior. Some time ago, we announced the acquisition of Jean Patou fragrances by the LVMH group, which also owns the Dior brand.
- Brand
- Christian Dior
- Launch year
- 2018
- Perfumer
- Gender
- Unisex
- Olfactory family
- Floral
- Concentration
- Eau de Parfum
Where to buy
You will not be surprised by the name of the new Dior fragrance, Joy, a name also associated with one of the greatest Jean Patou fragrances, created in 1930. Full of luminosity, this new scent is both feminine and radiant. It also features one of the most famous faces of the campaign on the planet, Jennifer Lawrence. Add to that a bottle as sumptuous as a piece of jewelry, and you have the ingredients of one of the most anticipated fragrances of the moment…
Joy, a radiant fragrance in a sparkling bottle
Joy de Dior is described as an ode to pleasure and to life in general. Through this composition, the house of Dior sought to craft a timeless fragrance, addressed to every woman, regardless of generation. It is described as an olfactory interpretation of light. This very generous fragrance is both limpid and highly qualitative. Joy first takes flight on an explosive scent, fresh and zesty with bergamot and mandarin. Rose then heightens its femininity, while jasmine lends it a more sun-kissed and vibrant elegance. Sandalwood makes the whole creamier and milkier. Warm and creamy, it plunges us into a cloud of softness. Joy then continues with a woody breath of cedar and patchouli. Finally, it reveals all its intimacy in a clear, seductive musk scent.
As François Demachy, the official Dior perfumer in charge of its creation, explains, this fragrance resembles certain pointillist paintings, rich in precise technique yet never heavy. It is built from a multiplicity of touches, a myriad of facets that ultimately produce an expression that is nonetheless limpid and obvious.
Joy de Dior is presented in a bottle resembling a genuine piece of jewelry. Its glass cylinder rises skyward, letting us contemplate its vivid pink juice. Its name, Joy, is embossed on the front face, while Dior appears within a perfect circle. The whole is topped with a very contemporary silver cap, still traced with a shimmering silver thread.
Jennifer Lawrence, new face of the Dior campaign
To underpin the launch of this new fragrance, Dior called on one of the most famous actresses on the planet: Jennifer Lawrence. The alluring actress reveals herself in a world far removed from that of Hunger Games. Seductive and magnetic, it is by the water's edge and then in a pool that she offers us her mesmerizing silhouette. Immortalized by cameraman and director Francis Lawrence, who happens to be her husband, Jennifer Lawrence had no trouble delivering a performance full of authenticity. Once again, their romantic duo lights up the screen, to our great pleasure and that of the house of Dior.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
The advertisement for JOY de Dior
After 20 years without creating any new feminine olfactory scents, the house of Dior decided to please its fans, and women around the world, by finally crafting a brand-new fragrance. Joy was thus born in 2018. Highly anticipated, this juice had to live up to its predecessor, the iconic J'Adore fragrance. Far from a minor task, it needed many qualities to prove as alluring as its elder. Yet it must be noted that the launch of Joy is off to a flying start. With this fragrance, no detail was left to chance, starting with its advertising.
Jennifer Lawrence as the new face of the Dior campaign
Let us begin by introducing the new face of the Dior campaign. The house spared no expense, as it is one of the most sought-after actresses on the planet. Jennifer Lawrence is the face of this new fragrance. After starring in The Hunger Games, Joy, and Silver Linings Playbook, Jennifer Lawrence appears here more authentic than ever. Particularly glamorous, she reveals her flawless silhouette in a most invigorating advertisement. Having been propelled to international stardom thanks to the last three installments of Hunger Games, this collaboration could well mark yet another turning point in the actress's career.
The aquatic advertisement for Joy
In this campaign directed by Francis Lawrence, Jennifer Lawrence appears particularly radiant, in a white dress, by the water's edge or in a pool. The shots and choreography follow one another in a sensual manner. The plays of light are captivating. The whole is also supported by a particularly famous musical track: She's a Rainbow by the Rolling Stones.
Joy Dior, a highly anticipated fragrance
If every detail of Dior's advertisement was carefully crafted, it is simply because Joy was a highly anticipated fragrance. After 20 years of absence, Dior had to make a strong impression. What is more, Joy shares its name with the famous Jean Patou fragrance from 1929, also nicknamed the most expensive fragrance in the world. François Demachy, official nose for Dior, explains: Joy was my initial brief, and it caused me quite a bit of stress because of the Patou formula: it is a monument of perfumery! Every student in the field studies it at least once in their life. This time, I had to forget everything. The result is a very contemporary fragrance, accessible and universal. Joy takes flight on a pairing of mandarin and bergamot. This freshness gives way to a more floral heart of jasmine, rose and ylang-ylang. Finally, the whole rests on a gourmand, creamy base of peach, vanilla and sandalwood.