It’s not every year that the house of Dior launches a new fragrance. But this year marked a milestone for Dior with the launch of Dior’s first pillar female fragrance in two decades: Joy by Dior.
“Bringing a new Dior perfume to life is an event. For the entire house, as much as for myself,” says François Demachy, the nose behind the scent and Dior’s in-house perfumer. To harness the inimitable emotion of joy Demachy chose to create an enveloping scent, marked by both softness and energy. “Joy by Dior expresses the remarkable feeling of joy by providing an olfactive interpretation of light,” he explains. The creator compares the fragrance to certain pointillist paintings — rich in detail and precise technique without being too obvious.
“Each of us perceives light, without thinking about it, in our own way,” he says. “This perfume is constructed in a similar manner, thanks to multiple nuances and myriad facets which lead to a crystal-clear fragrance expression.” The end scent is uncomplicated yet mesmerising. “It required a lot of time, development and abstraction, but in the end, it has an immediate and lively presence,” Demachy explains. “Joy by Dior is a breath of air, a path one travels, which carries you away.”
As for the fragrance’s muse, it’s easy to understand why the house of Dior turned to Hollywood actress Jennifer Lawrence. While the effervescent 28-year-old undoubtedly exudes an unassuming elegance, her spontaneous and oft-goofy persona both on and off the screen give rise to her down-to-earth charm.
It’s not the first time, however, that Lawrence has fronted up as the face of Dior. It was eight years ago that partnership between the maison and the radiant actress first flourished. Since then she’s starred in advertising campaigns for the houses ready-to-wear collections and blockbuster beauty launches including Dior Addict lipstick.“I signed on to work with Dior in 2010 and it’s been an amazing partnership,” Lawrence says.
The star of the fragrance’s campaign, Jennifer Lawrence, shares her beauty tips and love of the new fragrance with MiNDFOOD STYLE.
How does it feel to be the spokesperson for this new Dior fragrance?
I have always had a great relationship with Dior, so it was really exciting when they approached me about the opportunity to collaborate on a new fragrance. It is the first time in 20 years that Dior has launched a new perfume, so it is a major event and a real honour to be a part of it.
What do you love about Joy by Dior?
I love that it is subtle from the moment you put it on. A lot of fragrances are too strong until they have had a chance to rest, but this one is soft and beautiful as soon as it comes out of the bottle. The floral notes make it immediately feminine, but it is also balanced with sandalwood and musks so it is fresh and modern without being too sweet.
In your opinion, what makes the fragrance unforgettable?
I think it’s how all the different layers and notes work together in perfect harmony. It is floral, woody, warm and smooth all at the same time. It’s unlike anything else I have ever smelled.
We often connect fragrances with memories. Does this fragrance remind you of anything in particular?
Right now it reminds me of the days we spent on set shooting the film and campaign, but I’m sure there will be many new memories made in the future now that the fragrance has been unveiled.
Do you have any tips for enjoying fragrance?
When I apply fragrance, I like to give a couple sprays into the air and walk right into it.
What are the things that make you happy?
My dog Pippi, my friends, reading.
What’s the best makeup advice you have been given?
Don’t wear blue eyeliner!
What is your beauty routine before a red carpet?
I usually have a few friends over and take my time for big events. We listen to music, hang out and try not to stress too much.
What is the one beauty product you tell your friends to buy?
Dior Addict Lip Glow.
Joy by Dior is available at Dior counters nationwide now.
