Sales for Dior Sauvage Increase After the Johnny Depp v Amber Heard Trial

Demand for the Dior Sauvage fragrance has been booming in the weeks since the Johnny Depp v Amber Heard lawsuit began. In just one month, searches for this fragrance increased by 48%; with searches reaching 823,000 in March alone. This number increased to 1.2 million in April. Views of Dior's perfume videos on social networks also increased by 63%. During the time of the lawsuit, views reached 209 million. Many female fans also left comments saying that they would buy men's perfume products to give to their husbands and lovers in the hope of contributing a voice to support Johnny Depp.

According to Google search data, Dior Sauvage is currently the 2nd most popular perfume in the world, behind Baccarat Rouge 540 by Maison Francis Kurkdjian.

Johnny Depp has been the face of Dior since 2015. With his distinctively authentic charms, tattooed arms and hands covered in stone jewellery, Depp has brought his charisma to the brand and perfume. According to The Guardian, the 'Pirates of the Caribbean' actor was paid 5 million USD (115.9 billion VND), to appear actively in commercials.

However, in 2017, when the issue between Depp and his ex-wife Heard broke out, Dior also faced the decision to "go or stay" with this actor. "In the past, when a celebrity was accused of something, even without a trial, luxury brands would back off on their own," said Robert Burke, founder of a luxury consulting firm.

High-end brands don't like to be controversial or have any connection that might upset consumers or tarnish the brand's reputation. In 2005, when photos of Kate Moss inhaling cocaine were posted in the Daily Mail, the British supermodel was excluded from the planned advertising campaigns of Chanel, Burberry and H&M. In 2009, when Tiger Woods admitted to having an affair, his contracts with Tag Heuer and Procter & Gamble were quickly cut.

Regardless of public opinion, Dior still stands firm, letting the actor be the face of the famous perfume line Dior Sauvage. As a reminder of the style of the infamous "pirate", Dior also put the actor on the Eau Sauvage Elixir campaign, which was broadcast during 'The Greatest Bake-Off' event.

However, after the lawsuit was brought to the attention of the media and the audience, Depp's fans shared a series of videos on social networks calling for buying perfumes of the French brand. They ordered products from Dior to thank the brand for still working with the actor, even during a time when he was turned away by Hollywood. According to Cosmetify, this classic Sauvage perfume continues to occupy the position of the best-selling men's fragrance line at The Fragrance Shop, being honoured in the "Best Seller" category on many fragrance sites.

According to Variety, Depp created sympathy with the public after the trial closed. As proof, a petition on Change.org asking Disney to return the actor to the 'Pirates of the Caribbean' series has received more than 475,000 signatures. The actor has also just participated in the voiceover of the animated movie 'Puffins Impossible' and is also starring in a new film directed by Maiwenn as King Louis XV.

Source: Synthesis