Johnny Depp fans buy and wear Dior perfume to celebrate
Criminal defense attorney Brian Claypool provides insight into the Johnny Depp and Amber Heard trial.
Johnny Depp’s victory in the libel suit against his ex-wife Amber Heard only accelerates the popularity of his Dior cologne.
Giving another win to LVMH-owned French luxury fashion house Moët Hennessy Louis Vuitton, Ian Wishingrad, founder of marketing firm BigEyedWish, told FOX Business.
Dozens of Twitter users announced on the social media platform that they were buying or wearing Dior Sauvage, of which Depp had been the face since 2015, to celebrate his victory. Earlier this week, the jury awarded the actor more than $10 million and found him right over allegations that he abused Heard.
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Johnny Depp and Amber Heard in happier times (Associated Press/AP Newsroom)
The jury also awarded Heard $2million after deciding she had been defamed by one of Depp’s lawyers, who accused her of creating a detailed prank that included manhandling the couple’s apartment. to make it look worse to the police.
However, the focus was on Depp’s victory.
“Johnny Depp won. Buy a Dior Sauvage to celebrate,” one user tweeted.
Another said on the platform that they “wore my Christian Dior Eau de Toilette – Sauvage all week in honor of Johnny Depp.”
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“This dude sucked hours out of our lives to watch like a courtship TV show and just gave us a new movie and completely reinvigorated himself,” Wishingrad said.
Even before the verdict, “everyone felt he was winning anyway. So it was a godsend for him regardless” as well as for Dior, according to Wishingrad.
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Metro reported that demand for the fragrance jumped almost 50% during the trial.
Representatives for Dior did not immediately respond to FOX Business’ request for comment at press time.
There are “so few big, bankable people in the world,” Wishingrad said. “And he’s one of those people. This Dior thing is global. It’s not just an American campaign.”
The trial’s media attention will naturally fade, meaning the onus is on Dior to continue investing in advertising for the product, according to Wishingrad.
“The verdict is your exoneration from having reinvested in him,” he said. “The thing is to activate the media… putting Johnny out there with Dior and Sauvage is the strategy.”
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Now it’s up to Dior to explore the possibility of a new contract with him, another photo shoot or even another publicity, he added.
“They [Dior] can roll the ball as much as they want, and now they have permission to go without backlash,” he said. “Savage has the green light.
But they have to put money behind it. Consumers recognize fragrances that are attached to celebrities because companies spend a lot of money to make them visible.
If it’s not visible, Wishingrad said, then something else will appeal to the consumer.
The Associated Press contributed tnothis report.