Poison

1985. Dior puts on sale a fragrance whose name alone is enough to start people talking, breaking with the custom that a house fragrance carried its founder's name.

A name registered before the formula

Dior secured the name Poison in 1983, before the juice existed. The house wanted a word that would stop a passerby, on the model of Opium at Yves Saint Laurent, whose success owed as much to scandal as to smell.

Susan Biehn, then head of advertising at Dior, defended an adventurous name for an adventurous product, chosen to make the buyer pause a moment at the counter.

Édouard Fléchier

The juice chosen was Édouard Fléchier's, a perfumer trained in Grasse, and his first great international success. Persolaise associates Jean Guichard with the composition; the house credits only Édouard Fléchier.

An apple that became a collection

Success turned Poison into a line. Tendre Poison opened the series in 1994, Hypnotic Poison arrived four years later, Pure Poison in 2004. Midnight Poison appeared in 2007 and Poison Girl in 2016.

The house completed the family with an extrait de parfum signed by François Demachy, which takes up the original accord while pressing on coriander, vanilla, tuberose absolute and May rose absolute.