Trip Scent

Elle (South Africa) - - BEAUTY -

To cel­e­brate 20 years of J’adore, we take a look at this iconic scent’s beau­ti­ful jour­ney


First re­leased in 1999, J’adore was cre­ated by par­fumier Cal­ice Becker. It’s been re­for­mu­lated over the years to in­clude a num­ber of slight it­er­a­tions of the orig­i­nal com­po­si­tion. How­ever, it’s hard to for­get the leg­endary launch cam­paign, fronted by Car­men Cass boldly walk­ing out of golden wa­ters. This was fol­lowed by our very own Char­l­ize Theron com­ing on board as the Dior J’adore am­bas­sador in 2004. To­day we’re at the start of a new jour­ney for the fra­grance.


Shot in Bu­dapest and directed by Ro­main Gavras, the J’adore woman’s new story un­folds in a beau­ti­ful uni­verse with ex­cep­tional decor. The ul­tra­mod­ern set, il­lus­trat­ing a Turk­ish bath drip­ping with ex­trav­a­gant lux­ury, was con­structed from scratch over eight weeks. It stands a mag­nif­i­cent 55m high and is made out of re­cy­clable ma­te­ri­als (some­thing said to be unique in the cur­rent movie in­dus­try). This forms the per­fect back­drop for the pow­er­ful open­ing scene show­ing the J’adore woman en­ter­ing an al­ter­nate world, but no longer alone: this time, she’s sup­ported by an army of women. This echoes the brand’s state­ment that woman know they’re stronger to­gether, united and free.


Raised in Grasse, the spir­i­tual home of fra­grance, par­fumier François Demachy is the man at the helm of Dior per­fumes. A true fra­grance vi­sion­ary, he’s known for up­hold­ing the Dior sig­na­ture: high-qual­ity, unique and time­less scents, in­clud­ing J’adore Ab­solu. Key to his suc­cess is his knowl­edge and use of raw ma­te­ri­als that form the sig­na­ture of his cre­ations.


The dis­tinct gold-ringed ‘neck­lace’, an iconic sig­ni­fier of the first re­lease, has been given a new curved an­gle which height­ens its sen­sual ap­peal. The curvy, rounded bot­tle, like pre­vi­ous re­leases, has sub­tly evolved over time.

FRA­GRANCE SPOT­LIGHT: J’adore Ab­solu A lux­u­ri­ous echo of the first sig­na­ture scent, J’adore Ab­solu’s com­po­si­tion stays true to the orig­i­nal in­tense, flo­ral DNA of jas­mine, sam­bac and grasse jas­mine. The ad­di­tion of hon­eyed sen­sual rose ab­so­lute and a touch of or­ange give the juice a unique nec­tar qual­ity, with mag­no­lia ab­so­lute round­ing it off. Dior J’adore Ab­solu EDP sug­gested re­tail price 50ml, R1 895 and 75ml, R2 300, avail­able at se­lected Edgars and Red Square stores.

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