Dune by Christian Dior c1991

Dune by Christian Dior: created by Jean-Louis Sieuzac, Dominique Ropion and Nejla Bsiri-Barbir under the guidance of Maurice Roger and was launched in 1991 (in USA in 1992).

Inspiration:

An homage to Christian Dior's childhood home in Granville, where sea meets land, Dior created the fragrance Dune. An invitation to escape, a search for happiness and one's inner self. Dune symbolizes the union of land and ocean, of woman and nature.

A peaceful promenade gracing the beach in Granville. A quest for universal harmony infused with emotion and sensations. The fragrance of a woman who is both powerful and fragile, who draws her inner strength from nature.

Dune symbolizes escape into the world of dreams where only peace resides; it’s a place where sun kisses the sea, rays of light gently caresses the skin and twinkle in the warm sand while the twinkling ocean breeze brings flowery wafts peony and lily.

The Launch:

Adweek's Marketing Week - Volume 33, Issues 1-13, 1992:

"Next fall Christian Dior Perfumes Inc. will launch its first women's fragrance in the U.S. in six years. The product, called Dune, made its debut in Europe and the Middle East in 1991."

Parfums Dior rented the Chateau de Vaux-le-Vicomte to celebrate the launch of Dune. At the door, a sign apologized for any inconvenience caused by the use of the room to introduce Dior's new "Dune" perfume. The general assumption among the watching tourists was that the estate must have served as a location for the shooting of a Dior TV commercial.

1 oz of Dune parfum cost $185 in 1993.

Fragrance Composition:

This floral-oceanic oriental fragrance is subtle and radiant, evoking the nature of the Granville seashore and inviting us to join in a sublime sensory experience: the vibrant harmony of a bouquet of amber-scented flowers evolving in their freshness and wrapped in sensuality.

So what does it smell like? It was a linear parfum (not formulated on the standard three notes) styled as fresh-fruity-woody-oriental with floral notes of lily, rose, jasmine and peony, on marine base notes of amber, broom and lichen.

• Top notes: lily, wallflower, bergamot, mandarin, palisander, aldehyde, peony, broom
• Heart notes: jasmine, rose, ylang-ylang, lichen
• Base notes: vanilla, patchouli, benzoin, sandalwood, amber, oakmoss, musk

The Flacon:

The simple, transparent and luminous bottle subtly traces the curve of sand dunes, representing serenity and inviting enchantment.

Its innovative bottle with rounded edges is designed by Veronique Monod/Equipé Parfums Christian Dior and manufactured by Pochet et du Courval with a high gloss coating by the Belgian company Chimcoat.  Dune also won a 1993 Fifi Award. 

Philantrophy:

Playbill, 1992:

"Mindful of current concern about the environment, Christian Dior looked to the sandy shores of Biarritz for inspiration when creating its new fragrance, Dune. The scent unites lily, wallflower and peony with the oceanic notes of broom, lichen and musk."

Who, before, would have bought a fragrance named Dune? The fragrance is meant to “restore inner balance and harmony with nature,” says Maurice Roger. president of Parfums Christian Dior. 

For emphasis. Dior pledged $350,000 to The Nature Conservancy over three years for coastal dune protection is the cornerstone of Dior's nationwide Protect the Dunes initiative. The Conservancy plans to use the first year funds to preserve three important dune ecosystems, including more than 4,000 protected acres, as well as for a public service campaign to raise awareness of the fragility of dunes.

Christian Dior will formally present The Nature Conservancy with the initial donation of $150,000 at the Christian Dior Boutique in New York on Oct. 5, 1992. "Today, more than ever, corporations must respond to our planet's problems and its citizens' concerns," said Robert Cankes, Christian Dior Perfumes' U.S. president and chief executive officer. "The donation is Christian Dior's contribution to the preservation of the pure and natural coastal environment that inspired our newest fragrance, Dune. It recognizes The Nature Conservancy's vital role in protecting coastal ecosystems." 

Commenting on Christian Dior's gift, John C. Sawhill, president and chief executive officer of The Nature Conservancy, said, "Scientists estimate that the '90s hold the key to preserving the ecological integrity of the planet. That's why it's important for the business community with companies like Christian Dior to reach out and form partnerships making preservation programs possible." 

In conjunction with the U.S. launch of the fragrance, Dune, Christian Dior is encouraging the 500 Dune launch stores nationwide to create awareness for dune preservation through a variety of in-store education efforts, including showing of the public service announcements and distribution of consumer literature. 

The Nature Conservancy is an international non-profit organization that preserves plants, animals and the natural communities that represent the diversity of life on Earth by protecting the lands and water they need to survive. 

WHERE WILL THE MONEY GO? The first-year funds will be dedicated to three dune preserve projects that contain unique examples of coastal dune ecosystems:

• The Atlantic Double Dunes Preserve, located in Amagansett, Long Island, N.Y., spans 200 acres and stretches 2.5 miles. The exposed primary dune areas closest to the water represent the harshest environment on the Atlantic coastal plain. These dunes have historical significance as the former site of major whaling operations. In addition, Fowler's Toad, an extremely rare marine-edge amphibian, can be found along this stretch of beach.

• The Lanphere-Christensen Dunes Preserve in Northern California is a 338-acre dynamic ecosystem combining beach, forest and dune. Strong winds create dunes 80 feet high, which harbor the evening primrose, morning glories, Seaside Daisies and Menzie's wallflower, a rare and endangered plant that grows in only six other locations in the state.

• Located six miles north of Santa Barbara, Calif., and stretching 18 miles, the Guadalupe-Nipomo Dunes comprise one of the last areas of undeveloped coastline in the state. The Nature Conservancy manages more than 3,500 acres of the dunes, home to species like the Indian paintbrush and surf thistle. 

WHAT WILL THE MONEY DO? The Nature Conservancy will use this donation for continued land management, protection, and stewardship of dune projects. This includes ongoing scientific study and monitoring of endangered plant and animal species that depend on the dune system for survival.

 

Dune is currently available as:

• 1 oz Eau de Toilette 
• 1.7 oz Eau de Toilette 
• 3.4 oz Eau de Toilette

It was originally available as:

• 1 oz Parfum
• Body Milk
• Body Cream
• Body Lotion
• Dusting Powder
• Perfumed Soap
• Shower Gel
• Deodorant Spray