Dior brand sold out for not abandoning Johnny Depp

The trial that took place on June 1 approved the judgment of the lawsuit between Johnny Depp and Amber Heard. The actor born in 1963 won. Johnny Depp received $10 million in damages and $5 million in punitive damages.

Before the final result, Amber Heard’s accusations towards Johnny Depp made many brands turn away from the actor. However, Dior attracted attention when still collaborating with Johnny Depp. Even the lawsuit between the two actors helped the French brand’s perfume sales skyrocket.

Johnny Depp is the face of Dior’s Sauvage men’s fragrance line since 2015. Photo: Forbes.

Make a lot of money by making different decisions

The NZ Herald reported that Dior was well rewarded for not abandoning Johnny Depp. A source close to the actor revealed, “Dior sales are growing and the brand has no plans to get rid of Johnny Depp“.

According to the Daily Mail, the perfume products advertised by the actor are out of stock in the UK and US.

In fact, after the lawsuit was brought to the attention of the media and the audience, Johnny Depp’s fans shared a series of videos on social networks calling for buying perfumes of the French brand. They ordered products from Dior because the brand still cooperates with the actor.

One comment said: “I won’t buy tickets to Aquaman 2. However, I will buy an extra bottle of Dior Sauvage“.

Data from Hey Discount shows that demand for the Dior Sauvage fragrance was exploding in the weeks when the lawsuit began. In just one month, searches for this fragrance increased by 48%. In March, searches reached 823,000. This number increased to 1.2 million in April.

Views of French brand’s perfume videos on social media also increased by 63%. During the time of the lawsuit, views reached 209 million.

Johnny Depp’s lawsuit causes perfume sales to skyrocket. Photo: Getty.

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.

The relationship between brands and celebrities

Johnny Depp became the face of the men’s fragrance line Dior in 2015. The French brand has shown unwavering support for the actor throughout the legal battle.

This decision caused the French brand to encounter a series of mixed opinions. Anti-abuse campaigners have criticized Dior’s decision.

Attorney Rachel Horman-Brown said:Dior is irresponsible and let me down. Allegations show that Depp was abusive to his partner and was almost called a wife beater, but Dior still cooperated with him. This act almost condone abuse and violence against women“.

Before the controversy, Dior representatives declined to comment.

When the incident between Johnny Depp and Amber Head was published, the reputation of both was severely affected. Johnny Depp was dropped from Fantastic Beasts by Warner Brothers in December 2020. The Hollywood entertainment industry turned away from the actor born in 1963. Many brands canceled the contract with the actor.

Dior has mixed opinions when still collaborating with Johnny Depp. Photo: Dior.

Up until now, luxury brands have always avoided controversies involving artists. In 2005, a photo showing Kate Moss inhaling cocaine caused the model to be kicked out of campaigns for Chanel, Burberry and H&M.

When Tiger Woods admitted to having an affair in 2009, his contracts with Tag Heuer and Procter & Gamble were cancelled.

Robert Burke, founder of a luxury consulting firm said: “In the past, when a celebrity was accused of something, even without trial, luxury brands would back off on their own.“.

High-end brands don’t like to be controversial or have any connection that might upset consumers or tarnish the brand’s reputation.

The case of Dior and Johnny Depp is one of the rare cases where the brand still accompanies the artist amid controversy.

According to Zing