Throughout
the years fragrances were considered to be an important element of women’s
beauty “arsenal”. Nevertheless, the idea behind a scent being an essential and
finishing touch to an image of a person has eventually transferred to male
populations. Thus, nowadays we have hundreds of various branded scents that
attempt to get our attention and hopefully money by pointing out what a
contemporary man should smell like. As a result, the purpose of this article is
to analyze a fragrance brand by using the principles of the marketing mix in
order to dive deeper and create at least a glimpse of understanding behind
marketing a masculine scent by using an example of an elegant,
contemporary-classical, somewhat rebellious but as claimed to be unforgettable
Dior Homme by Christian Dior.
Product
Dior Homme
is a masculine fragrance firstly introduced to the market in 2005. The Dior
Homme Fragrance line had several major additions and transformations and at
this point in time includes several products under Dior Homme branding
umbrella, namely Dior Homme (Eau de Toilette), Dior Homme Intense, Dior
Homme Sport, Dior Homme Cologne and the latest addition Dior Homme Parfum.
In essence
of all this scents lies a number of fragrance elements, the most vivid notes
and the signatures of this particular product are leather, iris, vetiver,
cardamom, lavender and wood (particularly atlas and/or virginia cedar &
sandalwood as in Dior Homme Parfum). As claimed by the creator of the Dior
Homme Francois Demachy “Dior Homme breaks away from all clichés of
masculinity. It explores a new virility that is instantly evident but
nevertheless complex.”
Therefore,
Dior Homme is far from the typical masculine fragrance, which is usually either
fresher or spicier with a concrete dose of musc and combinations of earthy and
clean tones (something your grandma would buy for your grandpa, this fresh
indestructible smell of shaving). Dior Homme is a sweet, charming and
sophisticated fragrance that embodies the elegance and the spirit of
contemporary Christian Dior style.
Dior Homme
is a product of a highly-appreciated quality judging by the images and emotions
it attempts to convey to its audiences. Being a fashion item created by a
well-recognized company there is a little or no doubt about the product
quality. Additionally, the quality feature is supported by the appropriate
price.
Dior Homme
line brand includes fragrances that even though similar in its base are
differentiated on the principle of the appropriate usage. For example Dior
Homme Perfum is a woody leather scent that develops uniquely on each person’s
skin, on the other hand, Dior Homme Sport is fragrance designed for people who
are more into fresh aromas but still enjoy the signature of Iris making it both
energetic and elegant. Dior Homme is argued to be more or less an evening wear
with the most appropriate usage during fall and winter time.
Promotion
The central
message that underlines the current Dior Homme Fragrance brand is pointed out
by the central tagline presented at the Dior Homme webpage. “An avant-garde Fragrance- a revolutionary
interpretation that is audacious and surprising. The unique and immediately
recognizable trail of a man, who is distinguished and elegant with a free and
cavalier spirit.”
In addition,
Dior argues to base their promotional activities based on the central
inspiration and the philosophy of what Dior Homme brand stands for.
Essentially, Dior Homme is a wild and
revolutionary spirit, with certain “upheavals and avant-garde aesthetics”. The Fragrance of Dior Man is timeless and unchanged. Being wild and free, sexy and determined that’s what
distinguishes a Dior Man. Floral but masculine, created for those who seek
uniqueness with desire to seduce and leave a long lasting and unforgettable
image.
On several
occasions customers are introduced to the brand of Dior Homme using several
quotes of iconic James Dean. Apparently Mr. Dean will make a perfect Dior man,
if he will still be alive. But I will get to the current Dior Men in a moment.
Dior Homme
Fragrances as most of the modern fashionable products are known for having
quite sophisticated commercials and their marketing campaigns usually attract a
lot of well-acclaimed artists and personas. People who worked for Dior in order
to create their contemporary classics include Guy Ritchie, Romain Gavras, Nan
Goldin and other famous masters of their art.
Positioning
Nevertheless,
it should be understood, that the primary audience that is actually going to
buy the Dior Homme are...surprise, surprise- women. Subsequently a question is
raised, are all these fancy words and descriptions that should somehow reflect
and attract the masculine population is wasted? The answer is not quite. This
has to do with the fact that more and more men nowadays are becoming aware of
various fashion trends and styles.
More and
more alpha-males develop an interest in items and experiences that were usually
prescribed and were damned to be strictly feminine. However, the promotional
activities, especially the usage of these sexy and handsome male models is
foremost designed to attract women to buy this item for their boyfriends,
husbands, partners etc.
Dior Homme
or any other male fragrance is based on several principles of consumer behavior
such as a feel-good factor, conspicuous consumption and an idea of a
better-self. Thus, both men and women when buying this particular product would
want to look better while smelling better plus to associate themselves or their
partners with this smooth image of Jude Law or the rest of the crew.
Personality
Quite an
unusual element of the marketing mix but here I would like to combine the
features and information of what does it mean to be a Dior Man judging on the
celebrity used to portray and live the Dior Homme lifestyle. Since 2005 Dior
Homme was embodied into 3 big time brand ambassadors. This includes: Jude Law,
Jamie Dornan and the current Dior Homme Man- Robert Pattinson.
Ideally Dior
Homme face should blend the tradition with modernity. The contemporary
Dior Man was chosen for his ability to play with “elegance and a certain
casualness, which identifies an obvious modernity.” Robert Pattinson, based on
the arguments presented by Dior, projects a magnetic, determined but
complex image, having elements of dark seduction, certain authenticity and
desire for intensity he is what Dior Homme Man looks like (at least
starting from late 2013).
In the
interview Pattinson himself describes Dior Homme man being someone who is just
a little but wild, does whatever he wants, a free spirit without any fear. A
true Dior Homme man is whoever he wants to be at any time, someone who lives
life on his own terms completely. Apparently, he might also be French due
to the fact that there is “something innately elegent about French people”.
Price/Place/Physical Evidence
Depending on
the type of Dior Homme you would wish for, its price range for the bottle of 50
ml is between 52-70 euros. By being middle to high engagement item, a masculine
fragrance is far from being a routine purchase. It’s price range is somewhat on
the same level with other male fragrance brands such as Gucci by Gucci and
Armani Code, communicating that Dior Homme is a luxurious, high-scale product
alike it’s direct competitors.
Nowadays,
most of the middle to high scale fragrances ( Dior Homme is not an exception)
are sold either at specialized beauty and fragrance item stores, duty-free
fragrance shops or obviously online. Judging on the information available and
my personal experience people tend to buy perfumes in the store having a need
to try it out. However, when it comes to bigger variety, re-purchasing the same
perfume or looking for something which is no longer available in the store,
customers will search for it online.
Interestingly
enough the fragrance personality is not embodied in its smell, its brand
ambassador but also in the bottle holding and preserving the aroma. In the case
of Dior Homme, its bottle is characterized with clean and pure lines with
radical truly modern aesthetics. Transparent blocks of glass that look
luxuriously simple reveal the toned liquids. Depending on which Dior Homme it
is, the liquid changes color varying from dark almost whiskey looking Homme
Intense and Homme Parfum into freshly toned Homme Sport and Homme Cologne. The
bottle evidently has a masculine and elegant finish that is argued to be “a
timeless chic”.
If you feel
like a Dior Man or looking for a great present for your bf for his birthday,
christmas or valentine's, here something really sweet for you. If you don't
feel that sexy and free it's probably a good idea to get back to some older
classics. In any case keep in touch with our blow if you would like to know
more about brands and their fragrances.
Best Regards,
Followthescent
References:
Christian Dior
Videos. (n.d.). Retrieved November 8, 2014, from
https://www.youtube.com/user/Dior/videos
Dior Homme.
(n.d.). Retrieved November 8, 2014, from
http://www.fragrancenet.com/cologne/christian-dior/dior-homme/edt#!141169
Dior Homme.
(2014, January 1). Retrieved November 8, 2014, from
http://m.dior.com/en_int/th/dior_homme_parfum.html
Dior Homme Dior
cologne - a fragrance for men 2011. (n.d.). Retrieved November 8, 2014, from
http://www.fragrantica.com/perfume/Dior/Dior-Homme-13015.html
Fragrances, make
up, cosmetics, and skin care by Christian Dior. (n.d.). Retrieved November 8,
2014, from http://www.dior.com/beauty/en_int/th/dior_homme_genesis.html
Parfum,
maquillage, soins, cosmétiques, conseils et expertise beauté par Christian
Dior. (n.d.). Retrieved November 8, 2014, from
http://www.dior.com/beauty/en_int/fragrance-and-beauty/fragrance/mens-fragrance/dior-homme/ds-discover_dior_homme.html
Sephora: Dior :
Dior Homme : Cologne. (n.d.). Retrieved November 8, 2014, from http://www.sephora.com/dior-homme-P168103
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