Dior Designs a Scent for Dudes
Designing a fragrance—specifically one meant to attract the male demographic in the U.S.—requires the man behind it to get in the kitchen. It’s not a place you’d expect a perfumer to start, but for the house nose at Dior, François Demachy, this part of the process is paramount. “It’s very important to smell the atmosphere and try some new cooking because cooking is really an image of each culture,” he explained. After all, the flavors, spices, and sensations that accompany an order of steak frites vastly differ from that of meatloaf and mashed potatoes.
The classic Dior Homme Eau de Toilette, launched in 2005, primarily appealed to Europeans. And though the new blend crafted by Demachy shares many of the same notes (like Tuscan iris and cardamom), it’s decidedly fresher, with hints of crisp grapefruit and bergamot, followed by a warm base of Virginia cedarwood. “Freshness,” noted Demachy, equates to “cleanliness,” at least in the minds of those residing stateside. “[Dior Homme Eau] is also more direct and less complicated,” he added. In short: It caters to the simplistic olfactory palette (and mind?) of the American male.
Or, top of a freshly shaven face with Dior Homme Eau After-Shave Lotion, $50, out this month.