Dior Addict has launched a captivating new campaign, bringing together three global icons: Anya Taylor-Joy, Jisoo, and Willow Smith. This marks their first collaboration, expressing a delightful dialogue between fragrance and makeup in a realm of pure joy and vivid imagination.
The campaign unfolds within a soft pink landscape, a stage shimmering with happiness, bright hues, lighthearted dance, and a liberated spirit. Here, the bold and free-spirited youth, adorned with Dior Addict, transforms to embrace a sweet temptation. This enchanting world merges the iconic “Dior Addict Lip Glow Oil,” crafted by Peter Philips, with the alluring “Addict Fragrance” by Francis Kurkdjian, presenting these three powerful heroines in a fresh light.
Evoking the charm of a French confectionery, the setting bathes in delicious candy-pink shades. Anya Taylor-Joy, a young talent gracing the screen, Jisoo, a K-POP star radiating intense energy and undeniable presence, and Willow Smith, a singer with a soul-stirring voice, unite as ambassadors in a sensory spectacle for Dior Addict. Timeless Dior emblems, such as the Fontanges ribbon and oval medallion, are lovingly reimagined as sparkling sugar, tempting meringues, and glossy pink cupcakes, scattered throughout the scene.
Makeup by Peter Philips and fragrances by Francis Kurkdjian swirl into a sensual and evocative whirlwind. Playful and uninhibited, the trio colors their lips with luscious syrup, enveloped in creamy, fruity scents, inviting all into a feast of sweet-and-sour candies and melting desserts. As Madison Beer’s voice echoes, “I want to feel the rush, I want to taste the crush, I want to make you mine,” the atmosphere becomes truly magical.
Filled with delight, the ambassadors immerse themselves in a whimsical game of transformation. Dior’s “Merveille” (traditional French sweets) bloom into showering rose petals, while oversized bottles and delectable treats beckon to be savored. Shimmering cakes slowly melt, releasing their sweet allure. A “tasting” of fantastical fragrances and Lip Glow Oil, bathed in enchanting light, unleashes a dazzling radiance from within each of them.
Directed by the duo TORSO, the campaign film, complemented by visuals from Drew Vickers, invites viewers on a journey into a world brimming with luminous charm. It’s a luxurious odyssey—colorful, fresh, and endlessly delightful—woven from the allure of a cherry on a cake, heart-fluttering lollipops, glossy lips, and irresistibly charming fragrances. Dior Addict promises to be a catalyst for transformation, inspiring new metamorphoses within you.
This campaign, with its embrace of vibrant colors, playful aesthetics, and sweet indulgences, resonates deeply with the spirit of Kawaii culture. It suggests a future where beauty is not just about enhancement but about joyful self-expression and the celebration of life’s delightful moments, a vision that will undoubtedly captivate audiences globally, much like the enchanting world it portrays.
