Dior will launch a new flanker to J'Adore (1999) entitled J'Adore in Joy, a pean to joie de vivre in its hedonistic, seaside variation...
Perfumer-in-Chief at Dior François Demachy signs the new composition, an eau de toilette with solar, maritime and salty accents.
J'Adore in Joy opens on a top accord of fleur de sel, a salt with a more complex and more subtle taste profile since it is unrefined and naturally harvested from the sea. This "unexpected ingredient" is followed by a heart of neroli, tuberose, sambac jasmine and ylang-ylang. The ylang is said to make a comeback as it was present in the original J'Adore. The base finally is said to be more gourmand and velvety, with a note of peach mimicking the scent of a second skin.
This is the first time that a J'Adore (1999) flanker gets a beachy treatment. You have to wonder whether or not the equally unexpected and new Hermès Eau des Merveilles Bleue is not exercising a pull on the mainstream luxury perfume market. Dior certainly had enough time to come up with the idea since 1999.
Equally to be taken into account of course is the ongoing popularity of solar perfumes with a Monoï theme. Still, it does not sound quite like Dior to think of adding fleur de sel in a perfume, while at Hermès, it is more in line with the conceptual approach of in-house perfumer Christine Nagel and the research of singular accords conducted by Jean-Claude Ellena before her, for instance for Epice Marine.