A Wren Says

It has happened. Rihanna will be the new face of J’Adore by Dior. Previously the role was occupied by Charlize Theron for 20 years. (That is absolutely wild to me.) The new ad campaigns won’t be out until September. Maybe I will cover those then, but let’s take this in another direction. I wonder not just why Rihanna was chosen, but why she chose Dior.

If you are not already aware, Rihanna has her own beauty line, Fenty. That includes fragrance. Why on Earth would you want to front a competitor to your own brand?

The main J’Adore ads over the years have featured a golden backdrop. They centered bold and strong femininity. It was a woman who confidently went after what she wanted. The fragrance itself is feminine, with notes of ylang ylang, rose, and jasmine.

If you think about the image of Fenty, it has a completely different marketing angle than Dior products. Fenty is for the baddies and those who wish they were. It is unapologetic and bold. Fenty fragrance is a blend of magnolia, musk, tangerine, and Bulgarian rose. While I personally haven’t smelled it, this is the accompanying product video:

There are a couple of ways to see this partnership. Fenty is a part of the same ownership group as Dior (LVMH), so maybe this deal is about a partnership for mutual success. Perhaps, this also signals a move for Fenty out of the fragrance category. Or maybe, they consider their target groups are so different, the fragrances aren’t really competitors, even though they are both targeted towards women.

I don’t really know. I looking forward to seeing the ads when they come out and how that will shift marketing efforts. Until then, what do you think of this move?