MY MOODBOARD Dior’s perfumer on crafting his vibrant update to the label’s Joy fragrance

François Demachy on his update to Dior’s most modern fragrance

One year on from creating Joy, the first Dior scent to be launched in almost 20 years, the French perfumer François Demachy returns to the concept with a bolder version of the fragrance.

‘We had a feeling that we could make the pleasure last longer,’ explains Demachy. ‘My personal interpretation of joy is that it can be linked to light, and in perfume, I interpret light through citrus notes or florals like jasmine. Joy Intense has the same framework as the original, but the balance is different… It’s based on the idea of a burst of flowers streaming forth, as luminous as a firework.’

The original floral bouquet of rose and jasmine from the eau de parfum remains, but it has been given greater vibrancy and sweetness through the addition of neroli and vanilla. Thus, the fragrance lingers on the skin; the perfect opportunity to prolong the joie de vivre of the experience. becki murray

Joy Intense, £116 for 100ml, Dior.

A look from Dior Haute Couture S/S 11, a tribute to René Gruau

The model Bettina Graziani in Dior in 1952

Models backstage at Dior Haute Couture A/W 13

Above and bottom right: René Gruau illustrations for Dior fragrances

Alek Wek backstage at Dior Haute Couture A/W 99

Christian Dior in 1950