QUESTION1

The Dior J'adore campaigns featuring Charlize Theron over the years have maintained a
consistent message, centered around themes of elegance, sophistication, and luxury. Theron's
presence in these campaigns has been a significant factor in their impact and memorability. Key
elements of recognition in these campaigns are:

Visual Aesthetics: The campaigns are known for their visually stunning and artistically crafted
advertisements. These include elegant poses, mesmerizing gazes, and carefully curated visuals,
all contributing to a sense of luxury and sophistication.

Theron's Allure: Charlize Theron's beauty and sophistication have been integral to the campaigns.
Her unique features, such as piercing blue eyes and chiseled cheekbones, are enhanced by Dior’s
beauty products, emphasizing natural beauty and elegance.

Luxury and Glamour: The campaigns consistently portray a sense of luxury and glamour. This is
evident in the choice of settings, Theron's attire, and the overall presentation of the products,
particularly the iconic fragrances.

QUESTION 2
Regarding the shift in the past 2-3 years, there has been a noticeable evolution in Dior's
approach. While the core elements of luxury, elegance, and Charlize Theron's presence remain,
recent campaigns have shown a tendency towards more modern and perhaps even bolder
aesthetics. This shift could be seen as a response to changing consumer preferences and the
need to stay relevant in a dynamic fashion and luxury market.

The biggest changes :

Diversification of Fragrance Offerings: The J'Adore line has seen new formulations and variations,
each maintaining the feminine, floral DNA but with different blends and interpretations. This
diversification caters to a broader range of consumer preferences.

Contemporary Styling: Recent campaigns have incorporated elements that resonate with a
modern audience, possibly reflecting a move to appeal to younger consumers or those looking
for a fresh take on luxury.

QUESTION 3
Target: The brand targets consumers who appreciate luxury and sophistication, with a particular
emphasis on those who value both classic elegance and modern fashion sensibilities.

Insight: Dior recognizes the enduring appeal of timeless elegance while understanding the need
to evolve and resonate with contemporary trends and preferences.

Benefit: Consumers are offered high-quality, luxurious products that symbolize elegance and
sophistication, backed by the reputation and heritage of the Dior brand.
Reason Why: Dior’s commitment to excellence in craftsmanship, innovation in design, and the
use of high-quality materials, along with its strategic use of influential brand ambassadors like
Charlize Theron, justify the brand’s position as a leader in the luxury segment.