Maybe it’s the unexpected use of a Depeche Mode song, maybe it’s the fascinating location, but I really like this Dior video by Inez van Lamsweerde and Vinoodh Matadin. Photography in each single frame is so beautiful and the combination of color and black & white is precious. Read more…
In France, Dior is online with a website to complete the communication action around its fragrance Miss Dior Cherie.
Since the key (and most expensive) part of the campaign is the TV spot directed by Sofia Coppola, the site is built around so, at first sight, you might think “yes, nice but it’s nothing new”. I tend to agree, the book interface has been done already hundreds of times, but I still think the Miss Dior Cherie site is still a good work to point out. And I’m not saying this because of the nice visuals or the beautiful music that welcomes visitors.
In France, Dior is online with a new website to promote its cosmetics for men. The experience begins with a very nice 3D video that takes the user throughout the entire products range, with the possibility to click and further explore specific cosmetics.
It’s quite new to see such a sophisticated approach to online marketing cosmetics for men. It clearly shows there is a big business behind the category, but also that the target they aim to reach is the affluent 30 to 40 years old man that frequently goes online and expects quality and a touch of luxury from the products as well as from the website that presents them.
The agency is Happy End.
Jean passed me the link to Plastique de Reve, the blog recently launched by Dior to talk, and have people talk about its Dior Parfums (and related products). The blog is only in French, and it’s written by an external agency (Je suis unique) and 12 external bloggers who will be reviewing Dior’s products. It launched a few weeks ago, but it already collected a lot of very polite and “moderated” comments (more 220 in a week) and this is somehow weird, as Jean points out, since there are only 9 IP addresses posting them… The Big (blog) Brother is watching you… (aka brands cannot play with fire).
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