November 20, 2012
French fashion label Christian Dior is featuring J’Adore Dior in a new film centered on the creation of the fragrance that is meant to spark interest from its social media community.
Dior's new film, “Le Parfum – The Film,” opened Nov. 18 on the brand’s Facebook and YouTube channels. Dior released two versions of the video along with Facebook image albums telling the story of the ingredients and creation of the J’Adore fragrance.
“Film is becoming a more acceptable alternative as a way for brands to create awareness,” said John Casey, founder and director at FreshFluff, New York.
“Dior benefits by branding the film and the viral spread of the video by its customers and fans who are likely to post the video on their Facebook page or Twitter feeds,” he said.
Mr. Casey is not affiliated with Dior, but agreed to comment as an industry expert.
Dior did not respond before press deadline.
The film has two versions of the same story at different lengths.
One version is approximately 60 seconds and is offered in English. The other version is 22 minutes and in French.
In both versions, the creation of the fragrance is shown with shots of flowers from around the world. In fact, J’Adore Dior is created from the scents of the Damask rose, Arabian jasmine and Indian tuberose.
The film contains short clips showing off each floral ingredient and its international location.
Also, scenes from Murano, Italy, are featured since that is the location where the glass bottles are blown.
The shorter of the two videos shows quick cuts of scenes of flowers and locations around the world.
The story is narrated with a few quick lines about the brand and the fragrance. It ends with a drop of the fragrance dripping down the outline of the bottle as the logo and image of J’Adore appear.
The longer version contains many similar shots as the shorter video, but includes much more detail.
Also, the video includes interviews with experts such as Dior’s perfumer-creator François Demachy.
Both versions are available on the brand's YouTube channel. The shorter film was promoted through Dior’s Facebook page.
“Social videos are more likely to go viral and be viewed more intimately versus a commercial,” Mr. Casey said. “They allow a brand to tell a story that is particularly important for a fragrance since it is difficult to convey a smell.
“The story of the creation of a fragrance is an engaging way to show customers the intricacies of the process and all of the beautiful ingredients,” he said.
Furthermore, image albums on the brand’s Facebook page show stills of the creation of the fragrance. The albums show images from Paris, India, Grasse, France and Murano, Italy.
Dior has used video campaigns and short films to promote a number of its products in the past.
For instance, the label gave consumers a glimpse into the brand world through a Web documentary video series called Lady Dior starring ambassador Marion Cotillard that was released through DiorMag.
The series focused on Ms. Cotillard traveling through iconic codes of the house including house ateliers and other locations. A new episode is being released every two weeks starting from September to December (see story).
Also, Dior promoted J’Adore through a film released in 2011 featuring Charlize Theron. It is currently available on Dior’s Web site along with other videos including an interview with perfumer-creator Ms. Demachy.
Video campaigns released through social media can be a successful marketing tool if used correctly.
“Ideally, successful videos should be short, usually under three minutes, and they should not heavily promote the brand,” Mr. Casey said. “The last thing a social video viewer wants to see is a commercial.
“The video should artfully tell a story that reflects attributes of the product or brand,” he said.
Erin Shea, editorial assistant on Luxury Daily, New York