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Parfums Christian Dior

From the beginning, “Parfums Christian Dior” was directed by Serge Heftler-Louiche, a childhood friend of the founding couturier, whose experience with François Coty made him the ideal person. He had already proposed starting the company before the opening of the couture House. A year later, the first perfume, Miss Dior, its name an homage to Christian Dior’s beloved sister, Catherine, was launched.

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Parfums Christian Dior counter, circa 1949.

The Miss Dior bottle in the shape of an amphora, and the Diorama obelisk, launched in 1949, became symbols of refinement and inspired the cap of the first lipstick sold in 1953 and exclusively sold at 30, avenue Montaigne. Eight colors were offered, in line with the colors of the fabrics chosen by Christian Dior. Two years later, 22 shades of lipstick were launched, while, the following year, a new perfume, Diorissimo, featured as its core note lily of the valley – Christian Dior’s lucky flower.

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Obelisk case for Dior lipsticks, 1953.
PACKSHOT MISS DIOR AMPHORE images sources D002154
Original amphora bottle for Miss Dior perfume, 1947. 
PACKSHOT MISS DIOR AMPHORES images sources D002183
Exceptional bottles in Baccarat crystal for Miss Dior perfumes and Diorama, circa 1949.
PACKSHOT DE DIORAMA images sources D001894
Obelisk bottle for Diorama perfume in its luxury mirror case, 1949.
Copie de PACKSHOT DE DIORAMA images sources D001887
Crystal bottle for Diorama perfume, 1949.
PACKSHOT MISS DIOR AMPHORE images sources D002154
Original amphora bottle for Miss Dior perfume, 1947. 
PACKSHOT MISS DIOR AMPHORES images sources D002183
Exceptional bottles in Baccarat crystal for Miss Dior perfumes and Diorama, circa 1949.
PACKSHOT DE DIORAMA images sources D001894
Obelisk bottle for Diorama perfume in its luxury mirror case, 1949.
Copie de PACKSHOT DE DIORAMA images sources D001887
Crystal bottle for Diorama perfume, 1949.

By 1953, “Parfums Christian Dior-Paris,” occupying the main floor of 13, rue François Ier, was responsible for producing and distributing perfumes in 86 countries, with the exception of the United States, where “Parfums Christian Dior New York, Inc.,” created in 1948, sold the imported perfumes and beauty products.

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The boxing of the perfume bottles is made with gloved hands.
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Bottling of Christian Dior perfums in Courbevoie factory, in Normandy, France.
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The boxing of the perfume bottles is made with gloved hands.
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Bottling of Christian Dior perfums in Courbevoie factory, in Normandy, France.
The public has little idea of the care and concern that go into researching a new perfume, the design of its bottle, even the packaging. These occupations are so absorbing that today I feel as much a parfumier as a couturier.
Christian Dior

Christian Dior commissioned the illustrator René Gruau, a friend since the 1930s, to create the perfume advertisements from 1947.

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Advert for the four Christian Dior perfumes – Miss Dior, Diorama, Diorissimo, and Diorling – illustrated by René Gruau, circa 1963.

30 Avenue Montaigne

Enter the heart of 30 Avenue Montaigne, this “packed little beehive” where the Christian Dior legend was born 75 years ago!