Cosmeticnews posted more info about the new Dior Homme.
Dior’s new man on the fragrance scene
LVMH-owned Parfums Christian Dior is getting ready to launch the second fragrance by artistic director of men’s fragrances Hedi Slimane. The new men’s line, called Dior Homme, is intended to be more accessible than Slimane’s first fragrance offering—an ultra luxury cologne trio launched in 2004.
While the aim of the new line is to carry the high-end fragrance image of the cologne offering, which featured natural ingredients, hand-made labels and a very selective distribution, Dior Homme typifies the brand’s usual fragrance strategy in terms of production, distribution and advertising.
The launch is part of a strategy under Slimane’s direction to align the men’s fragrance image to that of the house’s couture and the high-end fragrance arena, according to the company. Other adaptations recently introduced by Slimane include the Higher fragrance as well as the Eau Sauvage visual.
The core ingredient in the Dior Homme fragrance, developed with Olivier Polge of IFF, is the iris flower. This is blended with cocoa and amber to give the scent a powdery accord and other elements include sage, lavender and bergamot essential oils for an aromatic accord, while vetiver and patchouli essential oils make up the woody base.
The heavy glass, transparent bottle, by Slimane, is designed to show the steel tube and black spray top inside. The launch, scheduled to take place globally in September, will be backed by a black-and-white press and outdoor advertising campaign directed by Slimane and shot by David Simms.
The Dior Homme line comprises two EdTs (50ml: €48.51, 100ml: €69.05), two deodorants (150ml spray: €22.72 and 75ml stick: €20.36), aftershave lotion (100ml: €46.52), moisturizing aftershave gel (70ml: €29.90) and shower gel (150ml: €23.41).