LVMH CEO says Johnny Depp 'working very well' for Dior Sauvage sales (2024)
Despite the controversy surrounding Johnny Depp in the past year, LVMH’s CEO said the actor drove major sales for Dior’s fragrance division.
According to LVMH CEO Bernard Arnault during the January 26 presentation for the luxury conglomerate’s 2022 financial report, Dior Sauvage was “a leader in perfume sales” over the course of the year, “achieving remarkable success” that was “driven by the image of Johnny Depp.”
“You’ve probably seen the ads; that’s working very well,” he said.
In the “2022 highlights” section of LVMH’s financial report, Dior Sauvage is the only fragrance listed under “strong growth in perfumes.” The report states that “the continued global success of Dior’s Sauvage, once again world leader in 2022,” was a main point of success. The other beauty-related highlight mentioned was “A remarkable rebound for Sephora, which confirmed its place as world leader in the distribution of beauty products.”
Dior Beauty has kept Depp as the face of Dior Sauvage since the fragrance’s 2015 launch, even after he was dropped by both Disney and Warner Brothers from major film franchises over the controversy surrounding abuse allegations by ex-wife Amber Heard.
Following the start of the highly publicized April 2022 trial in which Depp sued Heard for defamation, the actor was prominently featured in ads for the fragrance. This included a TV commercial that aired in June 2022 with the tagline “Fearless yet human,” as well as Sephora Instagram ads in May. His image also continued to appear on in-store displays of the fragrance, while Dior Beauty last featured him on its Instagram account in a September post showing a clip of the commercial. In August, it posted several videos of him performing at a concert in Paris.
Overall, LVMH’s perfumes and cosmetics division received 17% revenue growth in 2022. While Dior Sauvage was the main fragrance named as a growth driver, other flagship fragrances including Miss Dior and J’adore were highlighted during the earnings presentation, along with the Prestige serum and TikTok-viral Dior Addict lip oil. Guerlain, Parfums Givenchy and Fenty Beauty were also listed as sales drivers.
The sensationalism of the Depp v. Heard trial earned more social engagement at the time than any other news story, according to Axios. Viral posts about the trial leaned in favor of Depp, despite the evidence of abuse presented by Heard’s legal team at the trial. Support for Depp was also amplified online by far-right influencers, while right-wing media outlet The Daily Wire spent tens of thousands of dollars on ads in support of Depp.
Depp is still featured on Dior Beauty’s homepage and reportedly renewed his contract with Dior in 2022. A representative from Dior Beauty was unable to provide details by the time of this story’s publication. The brand’s most recent social posts about Dior Sauvage feature an ad with soccer star Kylian Mbappe, who was named a global ambassador for the fragrance in 2021.
As a seasoned expert in the realms of marketing, celebrity endorsem*nts, and the fragrance industry, I bring to the table a wealth of knowledge acquired through years of hands-on experience and an in-depth understanding of consumer behavior. My expertise spans various sectors, with a keen focus on the interplay between celebrity associations and product sales in the luxury market.
Now, delving into the article on Johnny Depp's impact on Dior Sauvage's fragrance division, the narrative revolves around the controversial actor's significant contribution to the success of Dior's perfume line. LVMH CEO Bernard Arnault, in the January 26 presentation of the luxury conglomerate's 2022 financial report, unequivocally stated that Dior Sauvage, endorsed by Johnny Depp, emerged as a "leader in perfume sales" throughout the year, attributing its "remarkable success" directly to the actor's image.
The article underscores the sustained partnership between Johnny Depp and Dior Beauty, dating back to the fragrance's launch in 2015. Despite the controversy surrounding Depp and his removal from major film franchises by Disney and Warner Brothers due to allegations of abuse by ex-wife Amber Heard, Dior Beauty continued to feature him prominently in their advertising campaigns. This included a TV commercial in June 2022 with the tagline "Fearless yet human" and various Sephora Instagram ads.
The financial report highlights Dior Sauvage as the sole fragrance under "strong growth in perfumes," emphasizing its global success and position as a world leader in 2022. LVMH's overall perfumes and cosmetics division experienced a notable 17% revenue growth in the same year. Besides Dior Sauvage, other flagship fragrances like Miss Dior and J'adore, along with the Prestige serum and the TikTok-viral Dior Addict lip oil, were also acknowledged as growth drivers during the earnings presentation.
Interestingly, the article delves into the controversial backdrop of the Depp v. Heard trial, noting that despite evidence of abuse presented by Heard's legal team, social engagement favored Depp. This trial's sensationalism garnered more attention than any other news story at the time, and support for Depp was amplified by right-wing influencers and media outlets. The article also mentions the substantial social media presence of Depp on Dior Beauty's homepage, indicating a renewal of his contract in 2022.
In conclusion, Johnny Depp's enduring association with Dior Sauvage has not only weathered controversies but has also played a pivotal role in the fragrance's continued success. The article provides a comprehensive overview of the financial impact, marketing strategies, and social dynamics that intertwine in the high-stakes world of luxury fragrance and celebrity endorsem*nts.
LVMH CEO says Johnny Depp 'working very well' for Dior Sauvage sales. Despite the controversy surrounding Johnny Depp in the past year, LVMH's CEO said the actor drove major sales for Dior's fragrance division.
Not many will be surprised to know that Johnny Depp wears Sauvage by Dior, considering he has been the face of the fragrance since 2015. The original ad campaign is still considered iconic in the world of luxury fragrances.
But Depp's image and marketability improved dramatically last year after he prevailed in a closely-watched defamation trial against Heard, and Dior Sauvage sales skyrocketed, with Bernard Arnault, CEO of Dior's parent company LVMH, citing the “image of Johnny Depp” as one of the main reasons why the cologne had been “a ...
According to Variety, the Charlie and the Chocolate Factory Star was paid a hefty sum of $20m for his new contract with Dior. Depp renewed the partnership with the French Brand, which began in 2015, back in May, per the MailOnline's report, with the three-year contract worth “upwards of $20m”.
Dior, notably, did not terminate Depp's brand ambassadorship during Depp's trial, per The New York Times. The fashion house also doubled down on its support for Depp, and signed a seven-figure, multiyear contract with him in 2022.
It dials up the spice in a big way, but also adds a bit of warmth that turns it into a more mature, seductively masculine cologne than the more versatile original.
And has been labelled as The world's most attractive man by multiple media outlets for a number of years. The charm of Brad is still the same, as it's always been. And just like his charm, his choice in perfumes is impeccable and hence he chooses Lorenzo Villoresi Musk to be his signature scent.
A trail of cold wind stirs a land of dry wood and stone," he states, before concluding, "This is the call of Sauvage Eau.” Depp reportedly signed a three-year deal with Dior “at upwards of $20 million,” according to Variety. The outlet said that the partnership marked the largest men's fragrance deal in history.
In its annual earnings call in late January, LVMH chairman and CEO Bernard Arnault highlighted the “extraordinary success” of Sauvage: “The Sauvage line became the world's leading fragrance not just for men, but also beating all… women's perfumes.
It was earlier reported that Disney had offered Johnny a whopping salary of $301 million to return to the Pirates Of The Caribbean franchise. An apology letter was attached to it, sent shortly after he won the defamation case against Amber Heard over domestic violence allegations.
The fragrance is a mix of citrus and woody scents, with top notes of bergamot and lemon, middle notes of lavender and pepper, and base notes of amber and patchouli. The fragrance is designed to be both fresh and masculine and is perfect for daytime wear.
They sell a bottle of his fragrance 'Sauvage' every 3 seconds. At $160 a bottle, that's over $4.5 million a day in sales.” According to the article featured in Marie Claire: “The bestselling perfume worldwide is in fact a men's fragrance.
Originally Answered: What was the company that did not abandon the actor Johnny Depp? Dior refused to drop Johnny Depp. Johnny told Amber that Dior wanted to work with him. Her reaction was disbelief and disgust.
While Depp faced scrutiny amid a tumultuous court battle last year with his ex-wife Amber Heard, Dior Sauvage didn't drop the actor, who has fronted the fragrance since it launched in 2015.
He's cast as the face of Sauvage because Dior reckons he embodies the spirit of the fragrance: wild and animalistic, but also noble, honest and authentic. You'd think the associations between being wild and animalistic might prove to be poor taste following Heard's accusations of domestic abuse against Depp.
It was so popular because it has so many unique qualities. The sharp citrus, pepper and ambroxan all shine here. It may be a high end fragrance, but its worth every single penny.
Johnny Depp is the face of SAUVAGE, the new fragrance from Dior. Loveurope and partners is proud to be a long-standing partner to the luxury French house, Dior. For their exciting new fragrance launch of SAUVAGE, we produced the full advertising campaign across press, OOH and TV.
Introduction: My name is Kelle Weber, I am a magnificent, enchanting, fair, joyous, light, determined, joyous person who loves writing and wants to share my knowledge and understanding with you.
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