Whoever said 'there's no such thing as bad publicity" was absolutely right as figures released show that Sauvage by Dior has become the best-selling fragrance in the world with a bottle sold ever 3-seconds throughout 2021..
Created in 1966 by Edmond Roudnitska, Sauvage with an essence described “between brutality and nobility” has become the first men’s fragrance in history to rise to the top of sales in this market
With Johnny Depp unveiled as the face of the fragrance in 2016 it was a great pairing but when the defamation case against Amber Heard reared it's ugly head Depp was notably dropped from upcoming film projects like Fantastic Beasts and Pirates of the Caribbean but it seems that Dior's decision to stand by their man has paid off.
According to BoF the first-half turnover of the perfume and cosmetics division of parent company LVMH grew by 13% to $3.70 billion and while everyone tried to disassociate themselves from Depp the brand stepped it up a gear investing in television commercials and advertising campaigns with a 43-second Sauvage promo clip featuring Depp playing the guitar in a desert being viewed more than 91 million times in eight months.
