Christian Dior

• Launch JOY by Dior, Christian Dior’s first female fragrance in 20 years, as a modern and iconic fragrance.
• Introduce JOY as a radiant, sensorial scent that embodies happiness, pleasure, and optimism.
• Establish JOY as a timeless yet contemporary addition to the Dior fragrance portfolio.
• Expand Dior’s audience by targeting Millennial and Gen Z consumers, moving beyond Dior’s traditional luxury customer base.
• Drive strong global and local (including Australia) commercial performance through a digital-first launch strategy.

• Reintroducing a women’s fragrance after a 20-year gap required significant cultural impact and relevance, Dior needed to modernise its fragrance positioning without diluting its heritage and luxury status.
• Penetrating younger audiences meant competing in an increasingly saturated fragrance market, where discovery and purchase are highly digital-driven.
• The campaign needed to seamlessly connect awareness, consideration, and purchase, both online and offline.

Search & Performance

• Invested heavily in Google Search and Display advertising to capture high-intent consumers.
  
• Targeted key fragrance, luxury, and brand-related keywords to drive awareness and consideration at scale.
  
• Display placements supported visual storytelling, reinforcing JOY’s radiant and uplifting positioning.

E-Commerce Strategy

• Launched exclusive online pre-orders, creating early demand and anticipation.
  
• Introduced limited-edition gift sets available online to increase perceived value and drive urgency.
  
• Positioned eCommerce as a primary conversion channel for digital-first luxury consumers.

Social Media & Social Commerce

• Rolled out shoppable Instagram ads, enabling users to explore JOY by Dior and purchase directly within the platform.
  
• Leveraged highly visual, emotive creative to showcase the fragrance’s sensorial quality and modern femininity.
  
• Used social commerce to bridge inspiration and purchase, particularly for Millennial and Gen Z audiences.
  
  

• JOY by Dior became one of the top-selling luxury perfumes globally within its launch year.
  
• Achieved strong commercial success in key markets in Australia
  
• Successfully expanded Dior’s fragrance audience to include younger luxury consumers.
  
• Established JOY by Dior as a modern fragrance icon, while preserving the brand’s timeless luxury DNA.