Dior J'Adore: New Commercial Is Officially Breaking Up with Old Dior Clientele

"Mr. President, it is not only possible, it is essential. That is the whole idea of this machine, you know. Deterrence is the art of producing in the mind of the enemy... the FEAR to attack. And so, because of the automated and irrevocable decision-making process which rules out human meddling, the Doomsday machine is terrifying and simple to understand… and completely credible and convincing."

~Dr.Strangelove

It's only been a few hours I've announced the reconciliation between LVMH (Dior being a major brand in their portfolio) and Hermes and the new spot for Dior J'adore perfume (trailblazing the relatable body products/cosmetics) has officially rolled out.
You can watch it here.

Forget the impressive staging of the fragrance commercial itself, the Top Kapi/Mission Impossible cascades, the theatrically choreographed motions of former Martini-girl Charlize Theron (which lipstick color does she use here, anyone know?), the gold dress, or the actual slogan "the future is gold" (I needed that, personally). The single thing to really note is they do know that they're letting down their old clientele and breaking up with them in so many words…"the past can be beautiful, a memory, a dream, but it's no place to live".

Riiiight, when you have rendered your perfumes unrecognizable by those loving them and cherishing them for years on end, it is "a sacrifice reuired for the future of the human race" as per Dr.Strangelove.

Additionally, can't resist: what the hell happened to Charlize Theron's face? It used to be pretty perfect (and more sensual) to begin with.

You tell me, in the comments.

Related reading on PerfumeShrine: 
Dior J'Adore: perfume review and history/guide to flankers/limited editions
Optical Scentsibilities: the Neck Rings
Dior J'Adore: the Jean Jacques Anneaud commercial critique 

LVMH and Hermes Smoke the Peace Pipe

The behemoth and the (seemingly) last bastion of artisan pride in luxury have shaken hands. For now at least. In short LVMH, the giant of luxury fragrances, fashion, accessories and wines & spirits (see below) and Hermes, the historic saddle-maker turned luxe brand, have come to a reconciliation. The official press release runs thus:

"The President of the Commercial Court of Paris, Mr. Franck Gentin, proposed to LVMH and Hermès a conciliation in order to bring to an end the conflicts between the two groups and restore a climate of positive relations between them.

The two parties having reacted favorably to this proposal, signed an agreement under which the LVMH Group will distribute all its Hermès shares to its shareholders, on the understanding that LVMH’s largest shareholder, Christian Dior will in turn distribute the Hermès shares it receives to its own shareholders. LVMH, Dior and Groupe Arnault have undertaken not to acquire any shares in Hermès for the next five years. The distribution of Hermès shares, approved by the boards of LVMH and Dior, will be completed no later than 20th December 2014. Following this distribution, Groupe Arnault will hold around 8.5% of the capital of Hermès International.

By virtue of the agreement reached today, LVMH and Hermès have brought to an end the conflict, and all related actions, between them.

Mr. Axel Dumas and Mr. Bernard Arnault both express their satisfaction that relations between the two groups, representatives of France’s savoir-faire, have now been restored."

LVMH Moët Hennessy Louis Vuitton is represented in Wines and Spirits by a portfolio of brands that includes Moët & Chandon, Dom Pérignon, Veuve Clicquot Ponsardin, Krug, Ruinart, Mercier, Château d’Yquem, Domaine du Clos des Lambrays, Château Cheval Blanc, Hennessy, Glenmorangie, Ardbeg, Wen Jun, Belvedere, 10 Cane, Chandon, Cloudy Bay, Terrazas de los Andes, Cheval des Andes, Cape Mentelle, Newton et Numanthia. Its Fashion and Leather Goods division includes Louis Vuitton, Céline, Loewe, Kenzo, Givenchy, Thomas Pink, Fendi, Emilio Pucci, Donna Karan, Marc Jacobs, Berluti, Nicholas Kirkwood and Loro Piana. LVMH is present in the Perfumes and Cosmetics sector with Parfums Christian Dior, Guerlain, Parfums Givenchy, Parfums Kenzo, Perfumes Loewe as well as other promising cosmetic companies (BeneFit Cosmetics, Make Up For Ever, Acqua di Parma and Fresh). LVMH is also active in selective retailing as well as in other activities through DFS, Sephora, Le Bon Marché, la Samaritaine and Royal Van Lent. LVMH's Watches and Jewelry division comprises Bulgari, TAG Heuer, Chaumet, Dior Watches, Zenith, Fred, Hublot and De Beers Diamond Jewellers Ltd, a joint venture created with the world’s leading diamond group.

C'est la rentrée

Guerlain Unveils Shalimar Souffle de Parfum Commercial

Somehow I'm not entirely convinced: why keep producing fragrances that bear no resemblance to the classic Shalimar perfume and keep naming them Shalimar this or that? The lovely Shalimar Parfum Initial edition is a loss in market terms (and a loss to us perfume lovers of great juice), for this very reason.
On the other hand, I recognize the need to ride on the coat-tails of an established brand and to keep reviving this brand by introducing junior customers to it, even by name.
This is the case with CK One, L'Eau d'Issey (Miyake), Dior J'Adore (preparing another commercial for fall 2014 themselves), Davidoff Cool water  and their million "flankers". This is the raison d'être of flankers, come to think of it. It just looks a tad weird from such a historic house as Guerlain, but it isn't really.

Leaves…leave…summer lives & leaves

I CELEBRATE myself;
And what I assume you shall assume;
For every atom belonging to me, as good belongs to you.

I loafe and invite my Soul;
I lean and loafe at my ease, observing a spear of summer grass.         5


Houses and rooms are full of perfumes—the shelves are crowded with perfumes;
I breathe the fragrance myself, and know it and like it;
The distillation would intoxicate me also, but I shall not let it.

The atmosphere is not a perfume—it has no taste of the distillation—it is odorless;
It is for my mouth forever—I am in love with it;  10
I will go to the bank by the wood, and become undisguised and naked;

via

I am mad for it to be in contact with me.

The smoke of my own breath;
Echoes, ripples, buzz’d whispers, love-root, silk-thread, crotch and vine;
My respiration and inspiration, the beating of my heart, the passing of blood and air through my lungs;  15
The sniff of green leaves and dry leaves, and of the shore, and dark-color’d sea-rocks, and of hay in the barn;
The sound of the belch’d words of my voice, words loos’d to the eddies of the wind;

A few light kisses, a few embraces, a reaching around of arms;
The play of shine and shade on the trees as the supple boughs wag;
The delight alone, or in the rush of the streets, or along the fields and hill-sides;  20
The feeling of health, the full-noon trill, the song of me rising from bed and meeting the sun.

~Walt Whitman (1819–1892), from  Leaves of Grass