Nearly 20 years after J’Adore, Dior launches new women’s fragrance Joy de Dior

On August 20, Christian Dior launched a new women’s fragrance, Joy de Dior. It is a major event for the luxury label, its first new women’s perfume since the launch of J’Adore in 1999. Joy has been created by François Demachy, Dior’s exclusive fragrance designer, and it will be embodied by US actress Jennifer Lawrence in an ad campaign lensed by film director Francis Lawrence (‘Constantine’, ‘I Am Legend’ and the ‘Hunger Games’ series, featuring also Jennifer Lawrence).


Jennifer Lawrence, the face of the Joy de Dior fragrance

It is not the first time that a fragrance named ‘Joy’ appears on the scene. Historic French label Jean Patou - recently bought by the LVMH group, as reported by FashionNetwork.com in late July - launched its Joy fragrance in 1930, making it its signature perfume. However, according to Dior, also owned by LVMH, the launch of Joy de Dior has no connection with the luxury group's acquisition of Jean Patou.   

As for J’Adore, nearly twenty years after its launch, it remains one of the world’s best-selling fragrances. The French label has high hopes for Joy de Dior, which is available in three sizes - 30, 50 and 90 ml - with retail prices from €69.

Translated by Nicola Mira

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