Dior J'adore
TBWA\Paris
Advertiser: Dior
Brand: Dior J'adore
Country: France
Objectives
Launched in 1999, Dior J'adore is now the iconic perfume from Parfums Christian Dior.
On the French women's fragrance market, Chanel and Christian Dior are respectively no.1 and no.2, with a significant advantage over their competitors.
Both groups are the market leaders.
Yet, during summer 2011, Dior J'Adore ranks 4th in sales on the French market, with a 3% market share. And Chanel N°5 leads the market with a 3.6% market share.
J'adore is therefore in a paradoxal situation. The iconic embodiment of Christian...