Eau, What Joy!

Dior’s first original fragrance in close to two decades is fronted by Oscar-winning actress Jennifer Lawrence.

It’s been 19 years since Dior launched an original scent. So immense, so paramount, so pivotal is the launch for the fashion house that it’s shrouded in secrecy for months before the big reveal.

And it is a major event. Not since J’Adore (created by French master perfumer Calice Becker in 1999), and Miss Dior (the first scent, created by Christian Dior himself in 1947), has there been a new addition to the brand’s fragrance family.

Meet Joy.

Created by Francois Demachy, Dior’s virtuoso of fragrances, the perfume is neither a Miss Dior nor a J’Adore, which have each undergone seven iterations since their respective launches.

Joy is about the confident woman. It is about being happy and carefree. It is about not taking yourself too seriously, yet leaving a seriously lasting impression.