HEAVEN SCENT
From award-winning actress to political activist and now the face of Dior’s latest fragrance, Jennifer Lawrence finds happiness in the little things and in the new Joy by Dior.
Asultry Jennifer Lawrence, every inch the Hollywood star, elegantly dressed in a white tulle couture confection and jewels, saunters over to a stark white pool with the gleaming Los Angeles skyline below, and swan dives gracefully. Under starry skies, she exudes joy, dressed up with a red slick of lipstick, or pared down and barefaced, in the company of a mysterious stranger, and in true JLaw fashion, a real moment of unadulterated fun as she flirts with the camera and spits out water with a mischievous glint in her eyes.
This is the appeal of Lawrence. Captured in the campaign video for the latest scent by Dior, Joy by Dior—a first in the last 20 years since J’adore—the Hollywood A-lister is both accessible and natural. Coincidentally, these are the words used to describe the new floral yet musky fragrance, making this relationship a match made in heaven. Unapologetic, effortless, and real, Lawrence talks about working with the French maison.
What was it like working on this campaign?
Francis [Lawrence, director for the Joy by Dior campaign] and I have worked together for many years through films like The Hunger Games and Red Sparrow. He knows me very well and was able to incorporate a lot of my personality into the film. We really tried to capture emotions rather than tell a straight story, which was a really fun and exciting way to work together.
Was there an interesting moment during the campaign shoot?
Most of it was shot in or underwater at two different houses in Beverly Hills. I was wearing beautiful custom couture gowns that were corseted on top and had multiple layers of tulle on the bottom, which made both floating and staying submerged underwater pretty difficult, so we had to come up with interesting tricks with floaties and Styrofoam boards to help keep me where I was supposed to be.
Talk us through the first time you experienced the new fragrance.
I went to Paris last year when François Demachy was deciding between two different versions of Joy by Dior. He let me smell both and we both immediately agreed on our favourite of the two. It was a really cool experience to go to the laboratory and see his process.
Three words to describe this new scent.
Floral, sandalwood, musk.
What do you love about this fragrance?
I love that it is subtle from the moment you put it on. A lot of fragrances are too strong until they have had a chance to rest, but this one is soft and beautiful as soon as it comes out of the bottle. The floral notes make it immediately feminine, but it is also balanced with sandalwood and musk, so it is fresh and modern without being too sweet.
What can this new fragrance do to people?
I have been told that every time the fragrance was unveiled, the same words kept coming up: rejoicing, caress, light, femininity, smile, serenity, strength. Beautiful scents can definitely enhance your mood and confidence.
How does it feel to be the spokesperson for this new Dior fragrance?
I have always had a great relationship with Dior, so it was really exciting when they approached me about the opportunity to collaborate. It is the first time in 20 years that Dior has launched a new perfume, so it is a real honour to be a part of it.
We often connect fragrances with memories. Does this fragrance remind you of anything in particular?
Right now, it reminds me of the days we spent on set shooting the film and campaign, but I’m sure there will be many new memories made in the future now that the fragrance has been unveiled.
What is your earliest fragrance memory?
My mum always wore Miss Dior. It was the first fragrance I ever smelled, and even when I smell it today, it gives me such warm memories.
When you think about an ideal image of a woman, what are some traits that come to mind? Is there a specific person who you consider your role model?
Strong, in control. There are many women who I have considered role models. In my professional life, I was very lucky to work with Jodie Foster when I was about 18. She gave me amazing advice on life and my career, and she is so incredibly grounded. Also, friends, my mum, my family.
What are you interested in these days?
I have been spending time on an organisation called RepresentUs, which is about engaging young people politically on a local level. RepresentUs is the largest grassroots anti-corruption campaign in the US, which brings together conservatives, progressives, and everyone in between to work towards fixing America’s corrupt political system. We’re going around Congress by passing anticorruption laws. These laws protect our communities from corruption and build momentum for national reform.
How do you like to escape and switch off?
Television is my happy place.
Finally, what does the word joy mean to you?
Joy is an emotion that everyone has inside of them. It is the purest form of happiness. Dior Joy by Dior EDP is available at Dior Beauty Boutiques and counters nationwide.