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There is not much difference between myself and a perfumer 100 years ago.
Courtesy of Dior
The resulting blend combined ylang-ylang, rose, and jasmine and spawned aCharlize Theron-fronted franchise worth gazillions of dollars.
(That is, of course, an unofficial estimate.)
Upon his appointment to Dior, Kurkdjian had his own set of orders: Reinvent the brands fragrance juggernaut.
He started in the brands archives, pouring through Christian Diors personal possessions and the houses most emblematic designs.
Even if I want to create something new, I have 75 years of heritage behind me.
It’s not just a fresh start.
It’s a fresh start built on something already consistent, says Kurkdjian.
Christian Dior had a fascination with and a love for flowers.
He could name all of them by their Latin names, Kurkdjian says.
He had 52 acres of land where he used to grow flowers for perfumes.
And when we say Dior, we pronounce it [almost the same way].
Dior is gold and gold is Dior.
Thenew bottlealludes to a sexier, more sensual take on the original.
Flowers are still the star of the show.
This time, though, the notes are, according to a press release, rounder.
So… what does that mean?
Perfume is about evaporation.
Everything is blurred up to a point where it’s like a watercolor, almost.
LOr de JAdore, like the original, contains notes of jasmine and rose.
It is, well,rounderthan its predecessor.
One thing it isnt is sugary-sweet: We had no need to be sweet.
It’s not the meaning of J’Adore to be sweet, says Kurkdjian.
And if theres one thing Kurkdjian doesnt like to be, its outdated.
When asked what excites him about the perfume industry today, he points to technology.
I’m working myself on a headset gadget that can bring perfume while you watchvirtual reality, he says.
You would watch a 3D reality movie and you could connect up to six scents.
In 10 years, Kurkdjian predicts we wont smell anymore.
I think well have a chip right in the brain where the olfactory memory is, he says.
Youll go on an app and youll buy a membership for LOr de JAdore.
And it will hit your brain and you will smell it.
[Technology] is going so fast, Im sure were going to get there.
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