The FINANCIAL — Walking through the heart of old Tbilisi, in front of the newly-opened Museum Hotel, one would have been met by the fascinating scents of fancy Dior perfumes last week. Voulez Vous, the perfumery store, was presenting its new products by Dior – probably the most famous perfume brand in the world.
J’adore Dior was one of the main focuses of the event. Specially-invited Dior training managers told the history of the brand’s perfume house. Meanwhile, invited guests were able to receive free consultations from a skincare specialist, makeup artist and training manager, according to Nino Nodia, PR Manager of Voulez Vous.
“To me, the Georgian woman is a revolutionary person. Each new perfume created by Dior was a revolution. When the world had one, common trend, Dior was creating something different, new and booming,” Lukianova Alexandra, Training Manager of Dior, told The FINANCIAL.
The Dior presentation was designed in the style of J’adore, the iconic perfume of house Dior. Everything was shining like gold at the event.
“Dior always brings a sense of celebration, smiles and happiness to women,” said Alexandra. “J’adore is the most fascinating flower bouquet, expressing real feminine soul.”
Since the beginning in 1947, Dior has been both a fashion and fragrance designer. For Christian Dior, who was passionate about flowers, perfume was the ultimate accessory: it added the “finishing touch” to his couture creations.
Dior perfumes still represent all the passions of the couturier who founded the label. Christian Dior’s love of flowers naturally led to the creation of numerous fragrances with a floral heart. This proliferation of flowers has become characteristic of Dior perfumes. The couturier who created the New Look designed a structured fashion in order to flatter women’s figures. He designed his perfumes in the same way, working on their construction as he would the most beautiful of evening gowns. The ultimate accessory, the final touch to a look, the perfume is constructed with the same precision and excellence demanded of Haute Couture.
“I feel as much a Couturier as a Perfumer” Christian Dior
February 12, 1947. In his salons at 30, avenue Montaigne, Christian Dior presented his very first collection. His sensual creations celebrated triumphant femininity: this was the birth of a revolution, dubbed the New Look. To accompany these cutting-edge looks, the couturier commissioned perfumer Paul Vacher to create a modern and sophisticated fragrance: “Make me a perfume that smells of love”, he requested. Sprayed abundantly in the salons on the day of the fashion show, Miss Dior became the perfume of the New Look. This elegant green chypre – a subtle balance of citrus fruits, flowers and patchouli – expressed a new femininity, free and independent, able to break free from traditional codes.
Provence and the land in and around Grasse are closely intertwined with the history of the House of Dior. Christian Dior acquired his last property, Château de La Colle Noire, here in the region that provided him with so much inspiration where he claimed to feel “as much a perfumer as a couturier”.
Christian Dior chose the countryside of Provence over the hustle and bustle of Paris and pursued his dream of becoming a perfumer there. The House of Dior has now returned to the incomparable climate and unique environment offered by Grasse, which is ideally located between the mountains and the sea, to grow May roses and Grandiflorum jasmine, thus continuing the Christian Dior heritage.
The May rose and Grasse jasmine have always been important for Dior. These exceptional flowers nurture an ideal: beautifully unique flowers with exceptional fragrances.
Parfums Dior has now been fostering exclusive partnerships with young fragrant flower producers in the Grasse region for 10 years. “Domaine du Manon” and “Clos de Callian” set aside their entire crop of May roses and jasmine for Dior fragrances.
François Demachy, Dior’s perfumer-creator, works hand-in-hand with producers of these estates to craft a tailor-made Centifolia rose and a Grandiflorum jasmine especially for Dior fragrances.
The history of Dior is rooted in the Grasse terroir, for the founder himself lived in the region, where he lovingly restored the Château de la Colle Noire.
Today, strengthened by this attachment, the House of Dior has decided to take decisive action to revive the production of flowers for perfume.
The “Domaine de Manon” under the direction of Carole Biancalana and the “Clos de Callian” headed by Armelle Janody thus devote their entire May Rose harvest to the Dior Maison de Parfums. A powerful and sensual rose with unforgettable honeyed accents.
Since Miss Dior in 1947, Dior has collaborated with some of the greatest perfumers in the world. Today Dior has its own Perfumer-Creator, François Demachy. The Dior signature: high-quality, unique and timeless fragrances.
Since Miss Dior, created by Christian Dior in 1947 to accompany the launch of her couture house, Dior perfumes are distinguished by their radiance and the search for the most noble materials. More than 60 years of creation, that François Demachy, Perfumeur-Creator Dior since 2006, pursues with passion and audacity.
J’adore Eau de Parfum is the ideal bouquet – finely crafted down to the last detail, like a custom-made flower. Essence of Ylang-Ylang from the Comoros unfurls its floral-fruity notes and instills a soft exotic touch. Damascus Rose, sophisticated and exuberant, then comes to warm the senses. Last but not least, a duo of Jasmines echo one another in a perfect embrace. Jasmine Grandiflorum from Grasse, the quintessence of a noble floral, exudes its delicate sensuality, tinged with fruit and sun and works in harmony with the more carnal quality of Indian Jasmine Sambac, “flower of the gods,” with its warm facets of incredibly sensual and enveloping orange blossom.