Dior releases J’adore L’Or as the “pure concentrate” essence based on classic fragrance line

17 Aug 2023 --- Dior has unveiled a new fragrance within its classic J’adore Dior perfume line, branded J’adore L’Or. Crafted as a more concentrated and intense version of the original J’adore fragrance, the launch is described as a “full and voluptuous perfume essence.”

The perfume is illustrated as “all the gold of J’adore in an essential, pure concentrate.”

In creating J’adore L’Or, Dior’s perfume creative director Francis Kurkdjian elevated the beauty of the original J’adore floral notes by “heightening their nuances and accentuating their colors.”

J’adore L’Or is described as a “full and voluptuous” perfume essence that balances notes of orange blossom, jasmine grandiflorum and centifolia rose absolutes. 

“Blossoming in their full glory, powerful and sensual, these flowers are the true gold of J’adore,” details the brand.

The classic J’adore wrapping around the perfume bottle’s neck has been redesigned in gold to reflect the warmth of the scent, “transformed into an organic and flowing precious metal, enveloping the J’adore L’Or bottle in an elegant embrace.”

J’adore L’Or by Dior (Image credit: Dior).Fragrance launch activity
Dior joins a lineup of other fragrance launches over the summer months, many debuting under celebrity branding.

Australian star Troye Sivan recently took to Instagram to announce his own fragrance line, launched in tandem with a homeware line, branded Tsu Lange Yor, which means “to long years” in Yiddish. The range was created in recognition of Sivan’s great grandmother’s connections with Ashkenazi Jewish culture.

Two fragrances have been teased on Tsu Lange Yor’s Instagram page so far. TLY 5755 is illustrated as an embodiment of “warmth, calm and quiet,” while Luca has been described as “feelings of neon, night and heavy denim.”

Earlier this month, singer and actress Miley Cyrus was unveiled as the face of Gucci’s new Flora Gorgeous Magnolia Eau de Parfum campaign. The new release is part of the house’s Flora Fantasy connection, which Cyrus first worked on with Gucci back in 2021.

Also this month, Burberry chose “Barbie” star Emma Mackey as its face for the new Goddess Fragrance launch – the brand’s first fragrance packaged in a refillable bottle. Burberry describes “Goddess” Eau de Parfum as a “gourmand aromatic fragrance” led by a trio of vanilla notes. 

In other activities, Beyoncé teased the launch of an eau de parfum, which is currently available for presale and will be made available this fall. The unnamed fragrance was marketed on a new website dedicated to the launch, accented by imagery of a backlit perfume bottle’s silhouette.

Evidencing a trend toward heightened consumer engagement experiences in the fragrance retail, luxury travel retailer DFS Group trialed personalized shopping journeys leveraging AR and AI technology, as part of its “Explore New Dimensions” multi-city event, which included an experience that analyzes consumers’ “aura” to match them with a personalized scent.

By Benjamin Ferrer