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.
The precious bottle of Joy de Dior. Since the famous J'Adore fragrance from Dior, in 1999, the house had not launched a new feminine juice as such. Dior simply reinterpreted its existing scents. Yet a newcomer has finally made its appearance. It is called Joy and is already generating a great deal of talk. Imagined by perfumer François Demachy and accompanied on screen by Jennifer Lawrence as the face of the campaign, Joy embodies spontaneous joie de vivre. But beyond its very floral and radiant scent, what about its bottle?
Joy and its jewel-like bottle
Joy de Dior is a direct and spontaneous fragrance. It embodies both softness and feminine energy, elements Dior also wished to convey through the visual of its bottle. On the surface, the bottle appears quite simple. Yet upon closer inspection, it is in fact studied down to the smallest detail. Its cap is one of its most beautiful elements. The Joy bottle is topped with a sparkling headpiece. Its shimmering appearance results from a silver thread running through the whole. Dior also chose a pink-colored juice for its fragrance. This resurfaces through the transparency of the glass. The soft pink here evokes femininity, softness and joie de vivre. Thus, Joy instinctively encourages seeing life through rose-colored glasses. It presents itself like a bouquet of flowers and floods the world with its benevolence. An O is finely engraved at its center and appears as the beating heart of this fragrance. It is pierced by the name of the fragrance, which nestles within this perfect circle, a pledge of the harmony of this juice. It should also be noted that the silver thread on this cap echoes wonderfully the couture and highly refined world of the Dior brand.
The Joy bottle, like a sense of déjà vu…
Upon seeing this bottle, many consumers felt a sense of déjà vu. And with good reason! In reality, the Joy bottle takes up many elements already present in the aesthetic of the Sauvage de Dior bottle. This masculine juice was born in 2015 and widely flooded our screens. Yet its case had exactly the same silhouette as that of Joy. As such, these two fragrances appear perfectly complementary. Where Sauvage expressed a clear-cut virility, Joy proves more tender and delicate. Both are presented in heavy, massive bottles, a pledge of all the refinement of Dior fragrances. They are crafted as seductive cylinders, at once stripped-down, refined and highly contemporary. Thus, without truly announcing it, Dior has simply presented us with a new couple of fragrances meant to flood the world. Could Joy and Sauvage be on their way to becoming the new most glamorous duo in perfumery today… To be continued!