Although men are increasingly presumptuous, and worry about taking care of their skin daily with creams, and even makeup to look better, it is surprising that the best-selling fragrance in the world is a masculine one. Since December 2021 Sauvage de Dior is the best-selling perfume and since December 2022, in addition, it is also the best-selling in Spain, ahead of the entire universe of women's fragrances. In 2022 we will sell more than 5 million units worldwide.
It is true that men are generally more fond of brands, and when something works for them they prefer not to change it. But the men's perfume sector has experienced a significant downturn in recent years, which has meant endless options when choosing. How has Sauvage de Dior managed to be the best-selling fragrance in this context?
Sauvage Dior is the best-selling fragrance worldwide since 2021. – DR
Dior launched Sauvage in 2015, in Eau de Toilette format, and in 7 years it became a perfume but was sold all over the world and in Spain. “The surprising thing is that the Eau de Toilette already had an extraordinary intensity and duration, we never thought that, 3 years later, an Eau de Parfum would work so well. Seeing the massive response from customers around the world, Dior has increasingly suffered the intensity of successive Sauvage versions, and always with the same success. These fans in the world are insatiable forces: they always ask for more strength, more power, more virility... , communication director of Parfums Christian Dior.
Its fixation is one of its strong points, and another is, of course, its composition. What does the best-selling fragrance in the world smell like? The brand describes it as a perfume with citrus and woody notes, a perfect combination for any time of the day and even of the year.
Behind this 'best-seller' of which a bottle is sold every 3 seconds, is François Demachy, Dior's creator perfumer between 2006 and 2021, until he retired. Although Sauvage Dior was born as an Eau de Toilette, there are currently more concentrated versions: Eau de Parfum, Parfum and Elixir. They all have in common a very fresh opening of Calabrian bergamot, a spicy touch of Sichuan pepper and a heart of Ambroxan, an animal with an amber note. The Elixir is the only version that incorporates a difference, to replace Ambroxan with lavender from French Provence.
Johnny Depp is the face of Sauvage, since its release in 2015. – DR
But to turn a perfume into a sales success, advertising also plays a fundamental role. Dior chose Johnny Depp as Sauvage, an actor known worldwide, but whose public image has been damaged in recent years, by being involved in various controversies. However, nothing has affected perfume sales, whose growth has not been slowed by this.
It also details that it could also have influenced its success, thus approaching the generations most concerned about the environment, is that the 100 ml Sauvage Parfum bottle is refillable. The refill is made of reciprocal aluminum, which allows reducing the environmental impact by reducing energy consumption by 60%, water consumption by 53%, greenhouse gas production by 60% and generation of 62%. waste.
To stabilize at number 1, Dior plans to continue offering new Sauvage versions. Likewise, the brand has also launched a line of facial cleansers and care that this March will incorporate a new product, a facial cleanser/mask.
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