Dior Launches 'Joy' With Jennifer Lawrence As Face Behind Its Third Pillar Fragrance

'Joy' by Dior is a big deal for the luxury house, becoming its third pillar fragrance for women, following Miss Dior (launched in 1947) and J'Adore Dior (1999). Consider a pillar fragrance the mother goddess brand -- Gaia, if you will -- from which all streams flow. The subbrands are like children: J'Adore Dior gave birth to J'Adore L'Or and J'Adore L'Absolu. 

Everything about Joy by Dior is aimed at millennials. “The company had evolved and grown on these two pillars,” said Claude Martinez, chief executive officer of Parfums Christian Dior. “And, three years ago, we felt it was about time to add another one that appealed to the next generation of consumers. … The new generation in Europe and the U.S. — people in their 20s, I’m talking about — are not that much in favor of fragrances. They are disconnected. A brand like Dior needs to be able to talk to them.”

Jennifer Lawrence is the perfect face, says Martinez. "She's very spontaneous . . . She can be laughing one second and crying the next. . . . Joy doesn't last forever. It can disappear as fast as it appears" and for us, Jennifer "is the true incarnation of this joy."

Lawrence had a hand in shaping the new Dior scent according to the man who created it. “It was about six months into the project when she came to visit the laboratory,” said François Demachy, the Parfums Christian Dior perfumer-creator. “That was the first step [because] I wanted to get her impressions. So, I had her smell some of the very basic ingredients and then I just watched ... to try and get a sense of what she instinctively reacted to. She’s a very instinctive woman — very reactive and spontaneous — and, at that time, she showed that she was very sensitive to musky tones.”

Demarchy is careful to note that the musk ingredients are of synthetic origin. "We no longer use animal musks."  Sandalwood, also heavy like musk, is layered with jasmine, rose and ylang-ylangbefore a grand finale exhuberant finish with mandarin and bergamot. The result is a fragrance that's youthful, vibrant, organic and complex -- just like Jennifer Lawrence, says Demarchy.

In an all-out Dior blitz, Vogue takes us inside the making of Jennifer Lawrence's ad campaign for 'Joy' by Dior. In a world where everything often seems effortless, the shooting at Lawrence's Los Angeles home is in the fifth day of shooting. 

Interviewed by Molly Creeden. Lawrence talks of the Joy on her wrist: "“It’s fresh to me—so many perfumes are too alcohol-y; too fume-y,” she said, “I smelled the ingredients”—flowers, citrus, cedar, sandalwood, and musk—“on a trip to France, but today was the first time I experienced the finished product, and I’m really happy with it.”

Speaking of being happy with it, Lawrence dishes on her body, eating and that bad angle paparazzi shot that can set Twitter on fire. 

She trains with Kit Rich, with whom she worked for Red Sparrow: half cardio, half Pilates; using only her body weight for resistance. In interviews, she makes a point to note that the physical elements of being an actress means the way she trains and eats isn’t exactly normal, and also that she isn’t just good genes. “I don’t like when people say, ‘I only do this or eat this,’ ” says Lawrence, “Because I eat. I’m not very strict with my diet: If I want a piece of pizza, I eat a piece of pizza. But I do work out more than normal because I have a certain way that I want to look, and a way that I want to fit into my clothes. I get photographed when I’m not asking for it, so there’s added pressure to look and feel your best. For me, it’s easier to put that extra effort into the gym instead of putting the extra effort into: ‘Oh no, I can’t eat that.’ ”

The official campaign drops on Sunday but this near perfect version is directed by France Lawrence, J-Law's namesake and director of three 'Hunger Games' movies. Channeling a runwaway bride, Lawrence wears a crisp white Dior gown, countless diamonds and an infectious attitude that says 'if I want to jump in a swimming pool with this dress, watch me'. 

Lawrence is having a great week all around. George Garofano, one of four men who hacked into more than 200 iCloud accounts of VIP people including J-Law was sentenced on August 20 to eight months in prison, followed by three years of supervised release and 60 hours of community service. The sentence seems to light to us. We agree with Lawrence, the most outspoken voice in the 2014 hacking scandal, when she said "It is not a scandal. It is a sex crime," Lawrence told Vanity Fair in November 2014. "It is a sexual violation. It's disgusting". Edward Majerczyk, accused of being the brains behind the scheme, received a sentence of 18 months. I guess boys will be boys in America . . . unless you're a young man of color smoking a joint, in which you can get life in prison in some states. America has such a unique justice system, don't you think? ~ Anne