Louis Vuitton has done it. It managed to buy a stake in the venerable house of Jean Patou and to add it to its impressive collection of brands. It announced reviving the Jean Patou fashion line and promised many exciting developments. The first one arrived and I’m not holding my breath for the subsequent ones. Dior launched a perfume called Joy. Why let such a brilliant name languish on an old-fashioned perfume when it can grace a modern, pink-tinted juice?
The press release was ecstatic.”Grasse Rose, in both Essence and Absolute form, as well as heady Jasmine, blend with these delectable fruits [bergamot and mandarin] in a vibrant smile. Warm and creamy sandalwood embraces us in softness.” That Dior needs to hire a good copywriter is obvious, but even more so the fact that besides the name, Dior also took the main idea of Jean Patou’s Joy, rose and jasmine. What would be the result, I wondered?