2006. Christian Dior Parfums Headquarters. Executive committee discusses the next release.
Executive 1: We have to come up with something innovative. People are bored with all the Poisons and J'Adore.A
Executive 2: Oui. I've been asked several times lately whether we are still in perfume business.
Executive 3: There is a lot of competition, guys. All those Guerlain reissues, and their "niche" scents, they worry me.
Execuitve 1: Chanel is rumoured to come up with something Really Big any day now. Scary.
Executive 4: At least we have nothing to be afraid where Givenchy is concerned...
Executive 2: Oui. But even Lancôme re-issued some of their scents a while ago. I hear they are not that good compared to what they used to be, but at least they tried, you know? Maybe we should re-launch Dior-Dior and make Diorling and Diorama widely available again.
Executive 4: What, and end the suffering of all those perfume nuts writing those silly little blogs?! No way! I enjoy torturing them too much to do that.
Executive 1: OK, seriously, guys, we have to do something. We made like 100 bottle variations of J'Adore, we put golden sparkles in it and what not. We created as many versions of Poison as the market can possibly bear...what now? what now?!
Executive 2: Our Hedi Slimane colognes are quite popular with fragrance aficionados of both sexes! Maybe we should do something else along those lines, this time for women perhaps? Boutiquey kind of scents, we could call them Les Exclusifs de Dior ...
Executive 4: Guerlain will think we are inspired by their stupid Matiere series. I'd hate that. Besides, those perfume nuts and bloggers would be too happy. We can't let that happen!
Executive 1: Seriously guys, we are overdue for a new release. People think that Dior Parfums is past its prime...
Executive 3: OK, OK, how about this? We take a bottle of Dolce Vita, make it metallic in color, like that fantabulous La Prairie's Silver Rain, with purplish-pink spots, since stuff that doesn't have anything pink on it simply doesn't sell...
Executive 2: Mais Oui! And we'll call it...Midnight Charm, so romantic and not at all cheesy...Midnight Charm Eau de Noel. We'll make it a Limited Edition to hype it up...
Executive 4: But Guerlain will think...
Execs 1, 2 and 3 in unison: Forget Guerlain!!
Executive 1: ...and the fragrance will be sweet and fruity-floral, how about that?
Execs 2,3 and 4: Great idea! Very original!
nd thus the limited edition fragrance Midnight Charm was created. It had a green, somewhat watery beginning, which didn't quite manage to achieve the icy, Christmassy effect the makers seemed to have planned with the "green holly leaves" and "frosted bergamot". Its heart was very syrupy-sweet and fruity ("lychee pulp"), and quite heady, with ("red") jasmine and some other, unidentifiable, flowers ("fresh snowdrops"?) smelling rather chemically and so strong that the perfume nut and blogger Colombina could actually taste
them. The base, which, with notes of "iced chestnut, cashmere musk and golden amber" sounded very promising, and was perhaps supposed to feel like a warm fur coat one puts on to go out on a frosty, Christmassy day (see top notes), was strangely plastic-y, and overwhelmingly sweet rather than warmly enveloping...Next Flashback from Dior Headquarters: Executive Committee Discusses the Possible Masculine Release or Fahrenheit 32- How to Further Capitalize on Already Popular Fragrance.