Actor Jennifer Lawrence stars as the face of Dior’s Joy, the house’s first new fragrance line in nearly twenty years
Joy is brought to life through an invigorating medley of bergamot, mandarin, Grasse rose, jasmine, sandalwood, cedar, white musk and patchouli. It also marks the first new fragrance line launch for Dior Perfumes since J’adore was launched in 1999.
Actor and long-time friend of the house Jennifer Lawrence is the face of the new fragrance in a film directed by Francis Lawrence. (Lawrence is an American director who first made his mark through music videos for Lady Gaga and Beyonce, before major box office hits, including the Hunger Games saga).
Joy was curated by French perfumer Francois Demachy. “Joy by Dior expresses the remarkable feeling of joy by providing an olfactive interpretation of light. What I mean by that, is that this perfume resembles certain pointillist paintings that are rich with a precise, yet not too obvious, technique,” says Demachy.
“Each of us perceives light, without thinking about it, in our own way. This perfume is constructed in a similar manner thanks to multiple nuances and myriad facets, which lead to a crystal-clear fragrance expression. It required a lot of time, development and abstraction, but in the end, it has an immediate and lively presence,” he adds.
Lawrence adds her youthful and energetic charm to the scent through a set of playful and fresh visuals. The campaign follows numerous partnerships between Dior and Lawrence, including accessory and clothing campaigns.