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.