Poison was launched in Paris in 1985, trademark records show that the name was already trademarked in 1983, in anticipation of the fragrance's completion and subsequent launch.
The launch of Poison at Galeries Lafayette in Paris in October 1985 was nothing short of spectacular. It drew immense excitement, accompanied by extensive media coverage and throngs of eager attendees. The event featured a dramatic display where a giant replica of the Poison bottle, illuminated by lasers, hung from the ceiling—an extravagant spectacle that captivated the imagination of Parisians. The fragrance quickly became a sensation, with Jacques Perusse of Prestilux noting that it sold at a staggering rate of one bottle every 50 seconds at Galeries Lafayette alone, underscoring its instant appeal and popularity.
Across Europe, Poison continued to garner widespread acclaim and demand. At Harrod’s in London, the fragrance was prominently featured as the centerpiece of the Christmas catalog, highlighting its status as a must-have item. In Singapore's CK Tang department store, Poison dominated the scene, showcased in boutiques on every floor, displayed in windows, and prominently advertised throughout the store. Customers eagerly embraced the fragrance, purchasing it at a remarkable rate of one bottle every 42 seconds, illustrating its rapid adoption and consumer favor.
In Australia, Poison received a lavish introduction with a promotional campaign that included a grand launching party, press luncheons, cinema and magazine advertisements, and extensive in-store promotions. The investment totaled $500,000, underscoring the brand's commitment to making a memorable impact in the Australian market. The fragrance quickly ascended to the top spot in numerous countries across Europe, including France, Italy, Holland, Germany, Switzerland, Spain, and the Middle East, solidifying its status as a global phenomenon.
The Beginning:
In the world of fragrance, where branding and perception can make or break a product, Christian Dior faced a pivotal moment with the launch of Poison. Unlike its predecessors bearing the distinguished Dior name such as Diorella and Diorissimo, Poison represented a departure. It aimed to reinvigorate a lineup that seemed to be losing its allure among consumers, a concern exacerbated by the disappointing reception of Dior Dior years earlier, which had prompted significant corporate restructuring.
Reflecting on the zeitgeist of opulent scents that characterized the 1970s, exemplified by Yves Saint Laurent's Opium and Revlon's Scoundrel, Jean Pierre Lippman, president of Christian Dior Perfumes, USA, remarked, "I think we should have had this 10 years ago." This sentiment underscored the urgency to revive Dior's presence in the fragrance market.
Despite Dior reporting substantial global sales in 1984, the United States market presented a challenge, contributing only a modest share, with fragrances accounting for a fraction of that volume. Looking ahead to 1985, projections were not optimistic. "Our fragrances did fairly well last year," acknowledged Lippman, "but 1985 has been a little flat in the fragrance business."
Susan Biehn, vice-president for advertising and creative services at Dior, articulated a strategic approach for Poison's launch, emphasizing the need to captivate consumers by prompting them to pause and contemplate the fragrance. Drawing a parallel with Obsession, a successful competitor known for its impactful advertising, Biehn asserted, "Dior will do it through the name and the scent itself."
Thus, Poison emerged not just as a fragrance but as a calculated maneuver by Christian Dior to reclaim relevance and appeal in a competitive and evolving market, guided by lessons from both past failures and contemporary successes in the realm of perfumery.
The Name:
The launch of Poison in Paris in 1985 marked a significant moment for Christian Dior, strategically planned well in advance. Records from trademark filings indicate that the name "Poison" was secured as early as 1983, demonstrating Dior's foresight and anticipation of the fragrance's completion and eventual release.
This proactive trademarking underscores the meticulous planning and strategic positioning behind Poison's introduction to the market. By securing the name years ahead of its launch, Dior ensured that the brand identity and marketing efforts could align seamlessly with the fragrance's unveiling. This foresight also suggests a deliberate effort to create anticipation and buzz surrounding Poison, leveraging the power of its name as a key element in its market strategy.
Ultimately, the trademarking of "Poison" in 1983 not only protected the brand but also facilitated a coordinated and impactful launch in 1985, positioning the fragrance to make a memorable entrance into the competitive world of perfumery. This strategic approach highlights Christian Dior's commitment to maintaining its legacy while adapting to the evolving tastes and trends of the industry.
Biehn said the name was chosen because it is “revolutionary. It‘s an adventurous name for an adventurous product. The name was definitely created to make you pause,...you gift the gift of ‘Poison‘ to a perfume who lives that type of life.” She added that, "With so many new fragrance introductions, one has to have something [like a name] to make the customer stop and say 'Oh my goodness, what is that?' It's interesting to note that in Europe, the word Poison - in French it is poizon - is understood in a trendy sense. For example, she is a poison, translates to, she is a special woman, different, a character."
“We were looking for something to shock the consumer,” Bill Slater, then the senior vice president and general manager of Christian Dior in New York, said in an interview, "the name is provocative and it stops the customer, each year it becomes more difficult" to attract the public's attention."
“With Poison, we wanted to say something, shocking in all languages," Slater said. Why would anyone choose the name Poison for perfume? Slater stated that “if someone says to you, “Would you like to smell poison?” you’re interested because everyone wants to know what Poison smells like. "It's all in how Poison is going to be taken. It's not done with a skull and crossbones," warns Slater.
“It is an adventurous name for an adventurous product...you give the gift of “Poison” to a person who lives that type of life,” Biehn said. Moreover, Biehn highlighted the cultural and linguistic nuances of the name. In Europe, particularly in French where "poison" translates to "poizon," the word carries a trendy connotation. Biehn noted that saying "she is a poison" could imply describing someone as a special, different, or charismatic individual with a distinct personality.
This dual-layered approach—leveraging the evocative nature of the word "Poison" in English and its stylish resonance in French—underscores Dior's intention to create a fragrance that not only stands out in a crowded market but also resonates deeply with consumers on a cultural and emotional level. By associating the name with adventurousness and uniqueness, Dior aimed to position Poison not just as a perfume, but as a statement of individuality and allure, appealing to those seeking something bold and distinctive in their fragrance choices.
“Poison is an innovative and daring concept in women’s fragrances,” says Biehn. “With so many new fragrances introduced each year, it is necessary to break through the noise surrounding these launches. We realize the name Poison is controversial, but we feel that as long as we handle every aspect of this fragrance nobly, there’s nothing to fear. Knowledgeable woman are not afraid to try Dior’s Poison, because they know it is harmless and enticing to men.”
Parfums Christian Dior boldly positioned Poison as more than just a fragrance—it was a revelation, a temptation, and a seduction rolled into one. Marketed with the tagline "a new temptation, a new seduction, a new emotion," Poison epitomized Dior's latest olfactory creation, promising an entirely fresh and captivating experience for perfume enthusiasts.
This declaration underscored Poison's role as a pivotal addition to Dior's fragrance portfolio, marking it as a departure from the ordinary and a leap into the extraordinary. With its distinctive blend of ingredients and unconventional composition, Poison aimed not only to allure but also to evoke profound emotional responses from its wearers.
In essence, Poison encapsulated Dior's commitment to innovation and its ability to create perfumes that transcended mere fragrance, becoming synonymous with desire, allure, and the art of seduction.
Designer Halston, who thought that the name Opium was “kind of an odd social statement,” found that the “naming of Poison to be an example of “the true decadence of the fashion business. I think it’s just being done to create controversy. You can’t tell people to go in and ask for a bottle of Poison.”
The department manager of Stamford, Connecticut’s Bloomingdales said that “People don’t like the name, but they think it’s a wonderful fragrance. I hear a lot of negative things about the name, but I hear some jokes too. Some people come by and say “Can I have some Poison?”. Some people were wondering whether the musky name Poison is consistent with the sweet floral scent of the perfume.
In 1986, the Daily Herald newspaper reported that Joan Kuffel, a nurse at River Trails Junior High School in Prospect, Illinois, explained why Northwest Suburban parents and teachers hoped to launch a national campaign to urge the Christian Dior company to change the name of its perfume, Poison, or to persuade television stations to ban its suggestive commercials. “How can you call something poison? We have taught (children) what poison is. Now all of a sudden poison is supposed to be sprayed all over their mother.”
In the world of fragrance, where branding and perception can make or break a product, Christian Dior faced a pivotal moment with the launch of Poison. Unlike its predecessors bearing the distinguished Dior name such as Diorella and Diorissimo, Poison represented a departure. It aimed to reinvigorate a lineup that seemed to be losing its allure among consumers, a concern exacerbated by the disappointing reception of Dior Dior years earlier, which had prompted significant corporate restructuring.
Reflecting on the zeitgeist of opulent scents that characterized the 1970s, exemplified by Yves Saint Laurent's Opium and Revlon's Scoundrel, Jean Pierre Lippman, president of Christian Dior Perfumes, USA, remarked, "I think we should have had this 10 years ago." This sentiment underscored the urgency to revive Dior's presence in the fragrance market.
Despite Dior reporting substantial global sales in 1984, the United States market presented a challenge, contributing only a modest share, with fragrances accounting for a fraction of that volume. Looking ahead to 1985, projections were not optimistic. "Our fragrances did fairly well last year," acknowledged Lippman, "but 1985 has been a little flat in the fragrance business."
Susan Biehn, vice-president for advertising and creative services at Dior, articulated a strategic approach for Poison's launch, emphasizing the need to captivate consumers by prompting them to pause and contemplate the fragrance. Drawing a parallel with Obsession, a successful competitor known for its impactful advertising, Biehn asserted, "Dior will do it through the name and the scent itself."
Thus, Poison emerged not just as a fragrance but as a calculated maneuver by Christian Dior to reclaim relevance and appeal in a competitive and evolving market, guided by lessons from both past failures and contemporary successes in the realm of perfumery.
The Name:
The launch of Poison in Paris in 1985 marked a significant moment for Christian Dior, strategically planned well in advance. Records from trademark filings indicate that the name "Poison" was secured as early as 1983, demonstrating Dior's foresight and anticipation of the fragrance's completion and eventual release.
This proactive trademarking underscores the meticulous planning and strategic positioning behind Poison's introduction to the market. By securing the name years ahead of its launch, Dior ensured that the brand identity and marketing efforts could align seamlessly with the fragrance's unveiling. This foresight also suggests a deliberate effort to create anticipation and buzz surrounding Poison, leveraging the power of its name as a key element in its market strategy.
Ultimately, the trademarking of "Poison" in 1983 not only protected the brand but also facilitated a coordinated and impactful launch in 1985, positioning the fragrance to make a memorable entrance into the competitive world of perfumery. This strategic approach highlights Christian Dior's commitment to maintaining its legacy while adapting to the evolving tastes and trends of the industry.
Biehn said the name was chosen because it is “revolutionary. It‘s an adventurous name for an adventurous product. The name was definitely created to make you pause,...you gift the gift of ‘Poison‘ to a perfume who lives that type of life.” She added that, "With so many new fragrance introductions, one has to have something [like a name] to make the customer stop and say 'Oh my goodness, what is that?' It's interesting to note that in Europe, the word Poison - in French it is poizon - is understood in a trendy sense. For example, she is a poison, translates to, she is a special woman, different, a character."
“We were looking for something to shock the consumer,” Bill Slater, then the senior vice president and general manager of Christian Dior in New York, said in an interview, "the name is provocative and it stops the customer, each year it becomes more difficult" to attract the public's attention."
“With Poison, we wanted to say something, shocking in all languages," Slater said. Why would anyone choose the name Poison for perfume? Slater stated that “if someone says to you, “Would you like to smell poison?” you’re interested because everyone wants to know what Poison smells like. "It's all in how Poison is going to be taken. It's not done with a skull and crossbones," warns Slater.
“It is an adventurous name for an adventurous product...you give the gift of “Poison” to a person who lives that type of life,” Biehn said. Moreover, Biehn highlighted the cultural and linguistic nuances of the name. In Europe, particularly in French where "poison" translates to "poizon," the word carries a trendy connotation. Biehn noted that saying "she is a poison" could imply describing someone as a special, different, or charismatic individual with a distinct personality.
This dual-layered approach—leveraging the evocative nature of the word "Poison" in English and its stylish resonance in French—underscores Dior's intention to create a fragrance that not only stands out in a crowded market but also resonates deeply with consumers on a cultural and emotional level. By associating the name with adventurousness and uniqueness, Dior aimed to position Poison not just as a perfume, but as a statement of individuality and allure, appealing to those seeking something bold and distinctive in their fragrance choices.
“Poison is an innovative and daring concept in women’s fragrances,” says Biehn. “With so many new fragrances introduced each year, it is necessary to break through the noise surrounding these launches. We realize the name Poison is controversial, but we feel that as long as we handle every aspect of this fragrance nobly, there’s nothing to fear. Knowledgeable woman are not afraid to try Dior’s Poison, because they know it is harmless and enticing to men.”
Parfums Christian Dior boldly positioned Poison as more than just a fragrance—it was a revelation, a temptation, and a seduction rolled into one. Marketed with the tagline "a new temptation, a new seduction, a new emotion," Poison epitomized Dior's latest olfactory creation, promising an entirely fresh and captivating experience for perfume enthusiasts.
This declaration underscored Poison's role as a pivotal addition to Dior's fragrance portfolio, marking it as a departure from the ordinary and a leap into the extraordinary. With its distinctive blend of ingredients and unconventional composition, Poison aimed not only to allure but also to evoke profound emotional responses from its wearers.
In essence, Poison encapsulated Dior's commitment to innovation and its ability to create perfumes that transcended mere fragrance, becoming synonymous with desire, allure, and the art of seduction.
Designer Halston, who thought that the name Opium was “kind of an odd social statement,” found that the “naming of Poison to be an example of “the true decadence of the fashion business. I think it’s just being done to create controversy. You can’t tell people to go in and ask for a bottle of Poison.”
The department manager of Stamford, Connecticut’s Bloomingdales said that “People don’t like the name, but they think it’s a wonderful fragrance. I hear a lot of negative things about the name, but I hear some jokes too. Some people come by and say “Can I have some Poison?”. Some people were wondering whether the musky name Poison is consistent with the sweet floral scent of the perfume.
In 1986, the Daily Herald newspaper reported that Joan Kuffel, a nurse at River Trails Junior High School in Prospect, Illinois, explained why Northwest Suburban parents and teachers hoped to launch a national campaign to urge the Christian Dior company to change the name of its perfume, Poison, or to persuade television stations to ban its suggestive commercials. “How can you call something poison? We have taught (children) what poison is. Now all of a sudden poison is supposed to be sprayed all over their mother.”
The Scent:
Like many iconic perfumes, Poison’s journey began with its name long before its distinctive scent was formulated. More than three years prior to its grand debut, Maurice Roger, Dior’s international company president, secured the trademark for "Poison" and set a bold challenge for his team: create a revolutionary fragrance unlike any seen before. Over the ensuing years, nearly 800 sample scents were meticulously developed by independent perfumers in pursuit of this ambitious goal.
The culmination of this extensive research and experimentation led to a groundbreaking creation by Edouard Flechier of Roure Bertrand DuPont: a mauve-colored elixir that defied convention. Poison’s composition included a daring blend of wild berries, orange blossom, honey, Ceylonese cinnamon, Russian coriander, Malaysian pepper, amber notes, opoponax, and cistus labdanum. This eclectic mix was so unconventional that Dior proudly proclaimed it had not yet found a branch on the fragrance tree—an assertion of its unprecedented nature within perfumery.
Synthetically, Poison (Dior 1985) incorporated a carefully selected array of ingredients to enhance its allure and complexity. Aldehyde C18, gamma-decalactone, methyl salicylate, eugenol for carnation-like notes, and damascenones alpha and beta for their fruity-floral and honeyed nuances were among the key elements. Heliotropin provided a hint of heliotrope’s almond-like scent, while coumarin imparted a touch of tonka bean sweetness, and vanillin contributed its familiar vanilla essence. Most notably, methyl anthranilate played a pivotal role in intensifying the orange blossom and tuberose facets of the fragrance.
In essence, Poison emerged not just as a perfume, but as a testament to Dior’s relentless pursuit of innovation and distinction in the realm of fragrance, embodying a blend of artistry and audacity that set it apart from its contemporaries.
Fragrance Composition:
So what does it smell like? Poison is classified as a soft oriental fragrance for women. It has a top note or Russian coriander, Malaysian pepper and Ceylonese cinnamon, fruity notes of wild berries and orange blossom, honey and amber notes of labdanum.
- Top notes: Aldehyde C18, gamma-decalactone, methyl salicylate, West Indian pimento, Jamaican bay, Sicilian mandarin, Zanzibar clove, Chilean plum, Calabrian bergamot, Malaysian pepper and Russian coriander
- Middle notes: Nossi-Be ylang ylang, French carnation, eugenol, Ceylonese cinnamon, wild berries, Provencal honey, Alpine lily of the valley, Grasse rose absolute, damascenone alpha, damascenone beta, French orris butter, Sudanese myrrh, Georgian peach and Egyptian jasmine absolute, heliotropin, linalyl acetate, Tunisian orange blossom absolute, Indian tuberose, methyl anthranilate, iso-methyl a-ionone
- Base notes: isobutyl quinoline, coumarin, vanillin, Abyssinian civet, ambergris, Omani frankincense, Tibetan musk, Siamese benzoin, Maltese labdanum, Somali opoponax, Canadian castoreum, Atlas cedar and Mysore sandalwood
Scent Profile:
Poison unfolds like a bewitching potion, a fragrance of contrasts—dark yet luminous, opulent yet untamed. Each note unfurls as if conjured from the depths of an alchemist’s collection, revealing layer after layer of intrigue. It is a scent that commands attention, rich with the decadence of rare spices, deep florals, and a sultry, resinous warmth that lingers like an unforgettable spell.
At first, the top notes burst forth in a dazzling, almost chaotic dance of spice and citrus. Russian coriander, sharp and slightly citrusy, mingles with the bold bite of Malaysian pepper and the fiery warmth of Ceylonese cinnamon—each a jewel of its origin. The coriander, grown in the cold expanses of Russia, has a crisp, almost green edge, while the Malaysian pepper is darker and earthier than other varieties, its piquancy lending a commanding presence.
Ceylonese cinnamon, cultivated in Sri Lanka, is finer and more aromatic than the coarser cassia bark often found in fragrances, exuding a sweet, intoxicating heat. These spices swirl around the juicy brightness of Sicilian mandarin and Chilean plum, their sweetness intensified by the honeyed richness of Calabrian bergamot. West Indian pimento and Jamaican bay add a dry, herbal warmth, while the elusive aldehyde C18 introduces a creamy, almost tropical glow, reminiscent of sun-ripened coconut. The first impression is an electrifying blend of warmth and effervescence, at once exotic and mysterious.
As the fragrance settles, its heart reveals an opulent bouquet of white florals, rich spices, and lush fruits. The exotic Nossi-Be ylang-ylang, from Madagascar’s tiny perfume island, exudes a narcotic sweetness, its banana-like creaminess contrasting with the spiced carnation from France. This carnation, laced with eugenol, carries a clove-like bite, harmonizing with the cinnamon’s fiery edge. Egyptian jasmine absolute adds a luminous sensuality, its heady, indolic facets softened by the ethereal sweetness of Tunisian orange blossom absolute and Indian tuberose.
Grasse rose absolute, the jewel of French perfumery, weaves its velvety, honeyed depth into the floral tapestry, its damascenone components adding a wine-like fruitiness. Georgian peach and wild berries introduce a luscious, sun-drenched juiciness, their sweetness made richer by Provencal honey, thick and golden. A powdery elegance emerges from the rare French orris butter, its violet-like softness melting into the smoky resin of Sudanese myrrh and the almond-tinged heliotropin. This heart is hypnotic, a symphony of richness and sensuality, both carnal and divine.
As the dry down takes hold, Poison transforms into a warm, animalic embrace, shrouded in mystery. The base is a masterful interplay of deep, resinous notes, rare woods, and untamed musks. Maltese labdanum oozes a dark, leathery richness, entwined with the balsamic smokiness of Omani frankincense and the honeyed, slightly spicy aroma of Somali opoponax. Siamese benzoin lends a velvety sweetness, merging seamlessly with vanillin and coumarin to create a powdery, almost confectionery softness.
Mysore sandalwood, the rarest and most prized of all sandalwoods, imparts its creamy, sacred warmth, enriched by the dry, smoky depth of Atlas cedar. Abyssinian civet and Tibetan musk add a wild, untamed sensuality, their raw, animalic facets softened by the almost caramel-like warmth of ambergris. The Canadian castoreum, with its leathery, smoky essence, adds a final flourish of dark opulence, grounding the entire composition in a sultry, lingering embrace.
Poison is not merely a fragrance—it is an experience, a journey through an intoxicating world of spice, florals, and shadowed sensuality. It is the scent of forbidden pleasure, of velvet-draped rooms illuminated by candlelight, of whispered secrets and lingering glances. A fragrance that does not whisper, but rather seduces with an irresistible force.
Poison unfolds like a bewitching potion, a fragrance of contrasts—dark yet luminous, opulent yet untamed. Each note unfurls as if conjured from the depths of an alchemist’s collection, revealing layer after layer of intrigue. It is a scent that commands attention, rich with the decadence of rare spices, deep florals, and a sultry, resinous warmth that lingers like an unforgettable spell.
At first, the top notes burst forth in a dazzling, almost chaotic dance of spice and citrus. Russian coriander, sharp and slightly citrusy, mingles with the bold bite of Malaysian pepper and the fiery warmth of Ceylonese cinnamon—each a jewel of its origin. The coriander, grown in the cold expanses of Russia, has a crisp, almost green edge, while the Malaysian pepper is darker and earthier than other varieties, its piquancy lending a commanding presence.
Ceylonese cinnamon, cultivated in Sri Lanka, is finer and more aromatic than the coarser cassia bark often found in fragrances, exuding a sweet, intoxicating heat. These spices swirl around the juicy brightness of Sicilian mandarin and Chilean plum, their sweetness intensified by the honeyed richness of Calabrian bergamot. West Indian pimento and Jamaican bay add a dry, herbal warmth, while the elusive aldehyde C18 introduces a creamy, almost tropical glow, reminiscent of sun-ripened coconut. The first impression is an electrifying blend of warmth and effervescence, at once exotic and mysterious.
As the fragrance settles, its heart reveals an opulent bouquet of white florals, rich spices, and lush fruits. The exotic Nossi-Be ylang-ylang, from Madagascar’s tiny perfume island, exudes a narcotic sweetness, its banana-like creaminess contrasting with the spiced carnation from France. This carnation, laced with eugenol, carries a clove-like bite, harmonizing with the cinnamon’s fiery edge. Egyptian jasmine absolute adds a luminous sensuality, its heady, indolic facets softened by the ethereal sweetness of Tunisian orange blossom absolute and Indian tuberose.
Grasse rose absolute, the jewel of French perfumery, weaves its velvety, honeyed depth into the floral tapestry, its damascenone components adding a wine-like fruitiness. Georgian peach and wild berries introduce a luscious, sun-drenched juiciness, their sweetness made richer by Provencal honey, thick and golden. A powdery elegance emerges from the rare French orris butter, its violet-like softness melting into the smoky resin of Sudanese myrrh and the almond-tinged heliotropin. This heart is hypnotic, a symphony of richness and sensuality, both carnal and divine.
As the dry down takes hold, Poison transforms into a warm, animalic embrace, shrouded in mystery. The base is a masterful interplay of deep, resinous notes, rare woods, and untamed musks. Maltese labdanum oozes a dark, leathery richness, entwined with the balsamic smokiness of Omani frankincense and the honeyed, slightly spicy aroma of Somali opoponax. Siamese benzoin lends a velvety sweetness, merging seamlessly with vanillin and coumarin to create a powdery, almost confectionery softness.
Mysore sandalwood, the rarest and most prized of all sandalwoods, imparts its creamy, sacred warmth, enriched by the dry, smoky depth of Atlas cedar. Abyssinian civet and Tibetan musk add a wild, untamed sensuality, their raw, animalic facets softened by the almost caramel-like warmth of ambergris. The Canadian castoreum, with its leathery, smoky essence, adds a final flourish of dark opulence, grounding the entire composition in a sultry, lingering embrace.
Poison is not merely a fragrance—it is an experience, a journey through an intoxicating world of spice, florals, and shadowed sensuality. It is the scent of forbidden pleasure, of velvet-draped rooms illuminated by candlelight, of whispered secrets and lingering glances. A fragrance that does not whisper, but rather seduces with an irresistible force.
The Flacon:
The design of Poison's bottle was a result of meticulous research, crafted to evoke a sense of allure and mystique. Shaped like an apple, it was specifically engineered to fit snugly in the palm of one's hand, creating an intimate and tactile connection with the user. This design choice inevitably brings to mind iconic cultural references such as Snow White's poisoned apple or Eve's fateful bite from the tree of knowledge, imbuing the fragrance with a narrative of temptation and intrigue.
The color scheme chosen for Poison further enhances its distinctive appeal. Amethyst purple and emerald green were deliberately selected to stand out boldly among other fragrance brands. According to Jean Pierre Lippmann, president of Dior's US operations, these hues were perceived as rich and different, adding a luxurious and enigmatic aura to the product.
Interestingly, the exact shade of these colors was not entirely planned. Lippmann revealed that the amethyst purple and emerald green emerged unexpectedly due to a miscalculation during the development of a promotional film roll. This serendipitous discovery resulted in a stunning visual presentation for Poison: a crystal ball stopper crowning an amethyst-hued bottle, encased in an emerald green moire presentation case. This harmonious blend of colors and textures not only underscored Poison's opulent image but also reinforced its mystical and alluring qualities, making it a standout in the world of luxury perfumery.
Fragrance Concentrations:
Poison was originally available in the following concentrations:
The design of Poison's bottle was a result of meticulous research, crafted to evoke a sense of allure and mystique. Shaped like an apple, it was specifically engineered to fit snugly in the palm of one's hand, creating an intimate and tactile connection with the user. This design choice inevitably brings to mind iconic cultural references such as Snow White's poisoned apple or Eve's fateful bite from the tree of knowledge, imbuing the fragrance with a narrative of temptation and intrigue.
The color scheme chosen for Poison further enhances its distinctive appeal. Amethyst purple and emerald green were deliberately selected to stand out boldly among other fragrance brands. According to Jean Pierre Lippmann, president of Dior's US operations, these hues were perceived as rich and different, adding a luxurious and enigmatic aura to the product.
Interestingly, the exact shade of these colors was not entirely planned. Lippmann revealed that the amethyst purple and emerald green emerged unexpectedly due to a miscalculation during the development of a promotional film roll. This serendipitous discovery resulted in a stunning visual presentation for Poison: a crystal ball stopper crowning an amethyst-hued bottle, encased in an emerald green moire presentation case. This harmonious blend of colors and textures not only underscored Poison's opulent image but also reinforced its mystical and alluring qualities, making it a standout in the world of luxury perfumery.
Fragrance Concentrations:
Esprit de Parfum "Concentration Proche du Parfum"::
By 1996, Poison Esprit de Parfum had solidified itself as an enduring and highly coveted version of the original fragrance, representing the pinnacle of intensity within the Poison line. This rich and intoxicating concentration held the highest level of the fragrance’s opulent signature, providing an immersive experience in its deep, complex layers. The Esprit de Parfum was Dior's answer to the modern Eau de Parfum, delivering a scent that lingered with unmatched sophistication and luxury.
Introduced in 1987, Poison Esprit de Parfum was labeled as "Concentration Proche du Parfum", which translates to "close to perfume concentration" in French. The term refers to a formula that is almost as concentrated as pure perfume, offering a deeper and more lasting scent experience than traditional eau de parfums, but still maintaining a more accessible softness. This "soft perfume concentration" allowed the fragrance to remain potent and enveloping while still offering a smoother application. By 1992, Poison Esprit de Parfum continued to be available in various sizes, including a 1.7 oz splash, 1 oz splash, 0.5 oz splash, 1.7 oz spray, and a 0.33 oz refillable purse spray. These options ensured that fragrance lovers could indulge in the luxurious and powerful presence of Poison, no matter the occasion or preferred method of application.- 1.7 oz Splash
- 1 oz Splash
- 0.5 oz Splash
- 1.7 oz Spray
- 0.33 oz Refillable purse spray
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Eau de Toilette:
The Eau de Toilette version of Poison by Christian Dior offered a more effervescent and approachable take on the legendary fragrance, retaining its unmistakable signature while allowing for a lighter, airier expression. Introduced as the most wearable iteration, the Eau de Toilette was designed for those who loved Poison’s deep, mysterious aura but desired a formulation suitable for daily wear or warmer climates. While it preserved the bold oriental-spicy-floral character of the original, its composition was adjusted to emphasize a brighter opening, a more transparent heart, and a subtly softened base, making it less dense and enveloping than the more concentrated versions.
In the hierarchy of fragrance concentrations, Eau de Toilette (EDT) typically contains between 5-15% perfume oil, making it less intense than an Eau de Parfum (EDP) and significantly lighter than an Esprit de Parfum or Parfum (Pure Perfume). The Esprit de Parfum, the most potent version of Poison aside from the actual extrait, was a rich, luxurious concentration with exceptional longevity, often applied in smaller amounts due to its strength. Eau de Parfum offered a middle ground, with a higher concentration of fragrance oils than the Eau de Toilette, allowing for a more lingering presence but without the density of the Esprit de Parfum.
The Eau de Toilette, in contrast, had a brighter, more diffusive quality, making it ideal for more frequent application and a wider range of occasions. The top notes were often fresher and more immediately perceptible, while the base, though still rich, was somewhat lighter than in the higher concentrations. The EDT’s sillage and longevity were moderate, allowing it to be worn without overwhelming the senses, making it the most accessible and versatile option in the Poison lineup.
The Poison Eau de Toilette was made available in both spray and splash formats, offering different application experiences. The spray bottles, available in 0.17 oz mini, 1.7 oz, 3.4 oz, and 6.8 oz sizes, allowed for a fine mist application, ensuring an even and controlled distribution of scent. The splash bottles, also available in 1.7 oz, 3.4 oz, and 6.8 oz, provided a more traditional application method, allowing the wearer to dab the fragrance onto pulse points for a more measured and intimate experience.
Ultimately, the Eau de Toilette version of Poison was crafted for those who adored the intoxicating sensuality of the fragrance but preferred a more luminous and adaptable rendition. It was perfect for daytime wear, layering, or those who found the more concentrated versions too overpowering for certain settings. Despite its lighter composition, Poison Eau de Toilette remained instantly recognizable, proving that even in its softest form, Poison never lost its hypnotic allure.- 0.17 oz Mini Spray
- 1.7 oz Spray
- 3.4 oz Spray
- 6.8 oz Spray
- 1.7 oz Splash
- 3.4 oz Splash
- 6.8 oz Splash
Eau de Cologne:
Introduced in 1987, Poison Esprit de Parfum was labeled as "Concentration Proche du Parfum", which translates to "close to perfume concentration" in French. The term refers to a formula that is almost as concentrated as pure perfume, offering a deeper and more lasting scent experience than traditional eau de parfums, but still maintaining a more accessible softness. This "soft perfume concentration" allowed the fragrance to remain potent and enveloping while still offering a smoother application. By 1992, Poison Esprit de Parfum continued to be available in various sizes, including a 1.7 oz splash, 1 oz splash, 0.5 oz splash, 1.7 oz spray, and a 0.33 oz refillable purse spray. These options ensured that fragrance lovers could indulge in the luxurious and powerful presence of Poison, no matter the occasion or preferred method of application.
- 1.7 oz Splash
- 1 oz Splash
- 0.5 oz Splash
- 1.7 oz Spray
- 0.33 oz Refillable purse spray
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- 0.17 oz Mini Spray
- 1.7 oz Spray
- 3.4 oz Spray
- 6.8 oz Spray
- 1.7 oz Splash
- 3.4 oz Splash
- 6.8 oz Splash
The Eau de Cologne (EDC) version of Poison by Christian Dior was a distinctly different take on the original, transforming the mysterious, opulent oriental composition into something airier and more refreshing. Designed to be the most sheer and invigorating concentration in the Poison lineup, Eau de Cologne introduced brighter, more citrus-forward elements, softening the fragrance’s deeper, resinous core while maintaining its unmistakable character.
Eau de Cologne is typically the lightest and least concentrated fragrance type, containing 2-5% perfume oils in an alcohol base, making it far less intense than an Eau de Toilette, Eau de Parfum, or Esprit de Parfum. Where Poison Eau de Parfum and Esprit de Parfum were enveloping, deep, and complex, the Eau de Cologne was designed for a fresher, more subtle wear, ideal for warm weather or those who preferred a more restrained version of the scent.
The structure of the fragrance was adapted to suit this lighter formulation. In contrast to the dense spices, heady florals, and rich resins of the original, the Eau de Cologne incorporated more citrus and refreshing elements, emphasizing brightness over intensity. While the signature spiced floral heart and sensual base remained, the top notes were airier and more sparkling, creating an opening that felt more uplifting and revitalizing.
To achieve this fresher interpretation, Dior introduced additional citrus and cooling aromatic notes that were not present in the more concentrated formulations. While the classic Poison retained its dark, dramatic aura, the Eau de Cologne played up the zesty vibrancy of citrus fruits and refreshing herbal elements, likely including ingredients such as:- Lemon or Bergamot – A bright, sparkling citrus note that added a crisp, effervescent quality.
- Mandarin or Orange Zest – Softer, sweeter citrus notes that balanced the fragrance without overpowering it.
- Neroli or Petitgrain – Derived from orange blossoms and bitter orange leaves, these elements provided a green, slightly floral freshness.
- Lightened Spices – Instead of the deep, intense spices of the original Poison, the Eau de Cologne likely featured a softer clove, cardamom, or coriander note, allowing for a gentle warmth without overwhelming the citrus.
These additions altered the overall structure of the fragrance, making the Eau de Cologne brighter and more effervescent at first spritz, while still allowing the floral and woody elements to shine through in the dry-down.
The Poison Eau de Cologne was available in a variety of sizes, catering to different preferences and needs. The 0.25 oz refillable purse spray was designed for those who wanted a convenient, travel-friendly option for refreshing their scent throughout the day. The larger spray bottles, available in 1 oz, 1.7 oz, 3.4 oz, and 6.8 oz sizes, provided a more generous application, allowing wearers to fully experience this lighter interpretation of Poison.
Ultimately, Poison Eau de Cologne was the most casual and refreshing version of the fragrance, designed for those who loved its unmistakable DNA but desired a more luminous, invigorating experience. Whether worn in warmer months or as an alternative to the heavier concentrations, it provided a way to enjoy Poison’s magic in a more subtle, daytime-friendly form, proving that even in its lightest concentration, Poison still had the power to captivate.
Eau de Cologne is typically the lightest and least concentrated fragrance type, containing 2-5% perfume oils in an alcohol base, making it far less intense than an Eau de Toilette, Eau de Parfum, or Esprit de Parfum. Where Poison Eau de Parfum and Esprit de Parfum were enveloping, deep, and complex, the Eau de Cologne was designed for a fresher, more subtle wear, ideal for warm weather or those who preferred a more restrained version of the scent.
The structure of the fragrance was adapted to suit this lighter formulation. In contrast to the dense spices, heady florals, and rich resins of the original, the Eau de Cologne incorporated more citrus and refreshing elements, emphasizing brightness over intensity. While the signature spiced floral heart and sensual base remained, the top notes were airier and more sparkling, creating an opening that felt more uplifting and revitalizing.
To achieve this fresher interpretation, Dior introduced additional citrus and cooling aromatic notes that were not present in the more concentrated formulations. While the classic Poison retained its dark, dramatic aura, the Eau de Cologne played up the zesty vibrancy of citrus fruits and refreshing herbal elements, likely including ingredients such as:
- Lemon or Bergamot – A bright, sparkling citrus note that added a crisp, effervescent quality.
- Mandarin or Orange Zest – Softer, sweeter citrus notes that balanced the fragrance without overpowering it.
- Neroli or Petitgrain – Derived from orange blossoms and bitter orange leaves, these elements provided a green, slightly floral freshness.
- Lightened Spices – Instead of the deep, intense spices of the original Poison, the Eau de Cologne likely featured a softer clove, cardamom, or coriander note, allowing for a gentle warmth without overwhelming the citrus.
These additions altered the overall structure of the fragrance, making the Eau de Cologne brighter and more effervescent at first spritz, while still allowing the floral and woody elements to shine through in the dry-down.
The Poison Eau de Cologne was available in a variety of sizes, catering to different preferences and needs. The 0.25 oz refillable purse spray was designed for those who wanted a convenient, travel-friendly option for refreshing their scent throughout the day. The larger spray bottles, available in 1 oz, 1.7 oz, 3.4 oz, and 6.8 oz sizes, provided a more generous application, allowing wearers to fully experience this lighter interpretation of Poison.
Ultimately, Poison Eau de Cologne was the most casual and refreshing version of the fragrance, designed for those who loved its unmistakable DNA but desired a more luminous, invigorating experience. Whether worn in warmer months or as an alternative to the heavier concentrations, it provided a way to enjoy Poison’s magic in a more subtle, daytime-friendly form, proving that even in its lightest concentration, Poison still had the power to captivate.
- 0.25 oz Refillable purse spray
- 1 oz Spray
- 1.7 oz Spray
- 3.4 oz Spray
- 6.8 oz Spray
- 0.25 oz Refillable purse spray
- 1 oz Spray
- 1.7 oz Spray
- 3.4 oz Spray
- 6.8 oz Spray
Poison Light Cologne:
Introduced in June 1989, Poison Light Cologne was a delicate yet captivating reimagining of the original Poison by Christian Dior. While the original Poison was a bold, intoxicating presence—an opulent oriental-spicy fragrance that enveloped its wearer in mystery and sensuality—Poison Light Cologne sought to retain that mystique but with a more ethereal, airy touch. Designed for warmer weather and daytime wear, this softer version introduced a fresh luminosity that made it more versatile and effortlessly elegant, all while maintaining the unmistakable Poison signature.
At first glance, one might assume that Poison Light Cologne was simply a more diluted Eau de Cologne, but the differences between the two were more nuanced and refined.
Greater Transparency & Radiance – While the original Poison Eau de Cologne lightened the fragrance by reducing its density and incorporating citrus and cooling elements, Poison Light Cologne went further by creating an almost sheer, effervescent glow, making the composition feel more fluid, radiant, and airy. The structure was reworked to allow the floral and citrus facets to shine more brightly rather than merely softening the intensity of the original.
A Brighter, More Refined Opening – The top notes of Poison Light Cologne likely featured a crisper, more vibrant citrus presence, emphasizing Calabrian bergamot, Sicilian mandarin, or sunlit neroli, lending a sparkling freshness that immediately distinguished it from both the powerful richness of the original Poison and the deeper citrus-spiced Poison Eau de Cologne.
A More Dewy, Ethereal Floral Heart – Poison’s original floral core was deep, heady, and intoxicating, composed of darkly seductive tuberose, jasmine, and carnation. In Poison Light Cologne, these floral elements were rendered more translucent and soft, possibly through the use of lighter floral aldehydes or dewy white flowers such as lily-of-the-valley and orange blossom, which introduced an almost watery freshness that lifted the composition rather than grounding it.
A Softer, More Airy Base – The dry-down of Poison Light Cologne remained sensual and enveloping but pared down the deep, resinous, and animalic notes that made the original so tenacious. While the Eau de Cologne may have retained some of Poison’s signature dark balsamic richness, Poison Light Cologne refined the warmth, ensuring a lingering presence that was elegant rather than overpowering. Sandalwood and benzoin may have been softened with a hint of white musk or airy amber, allowing the fragrance to fade gently and gracefully.
The late 1980s and early 1990s marked a transitional period in perfumery. The bold, intoxicating, and highly concentrated scents that defined the 1980s "power perfume" era were slowly giving way to a desire for lighter, more wearable compositions. Poison Light Cologne was Dior’s response to this shift, offering an alternative for women who loved Poison’s signature sensuality but wanted something more airy and effortless.
It was a fragrance that bridged two worlds—the opulence of the original Poison and the emerging trend for more luminous, delicate perfumes. Despite its appeal, Poison Light Cologne was only available for a limited time, making it a rare and intriguing part of the Poison lineage.
Poison Light Cologne was released in a variety of splash and spray formats, offering different ways to experience its soft yet radiant composition:- 1.7 oz Splash – A delicate application, perfect for dabbing onto pulse points.
- 3.4 oz Spray – Ideal for a more diffused, radiant effect, allowing the brightness to envelop the wearer.
- 3.4 oz Splash – A classic presentation, emphasizing the luxurious aspect of fragrance application.
Although Poison Light Cologne was still being sold in 1994, it eventually faded into rarity, leaving behind a whisper of its luminous reinterpretation—a softer, dreamlike vision of the legendary Poison.
Introduced in June 1989, Poison Light Cologne was a delicate yet captivating reimagining of the original Poison by Christian Dior. While the original Poison was a bold, intoxicating presence—an opulent oriental-spicy fragrance that enveloped its wearer in mystery and sensuality—Poison Light Cologne sought to retain that mystique but with a more ethereal, airy touch. Designed for warmer weather and daytime wear, this softer version introduced a fresh luminosity that made it more versatile and effortlessly elegant, all while maintaining the unmistakable Poison signature.
At first glance, one might assume that Poison Light Cologne was simply a more diluted Eau de Cologne, but the differences between the two were more nuanced and refined.
Greater Transparency & Radiance – While the original Poison Eau de Cologne lightened the fragrance by reducing its density and incorporating citrus and cooling elements, Poison Light Cologne went further by creating an almost sheer, effervescent glow, making the composition feel more fluid, radiant, and airy. The structure was reworked to allow the floral and citrus facets to shine more brightly rather than merely softening the intensity of the original.
A Brighter, More Refined Opening – The top notes of Poison Light Cologne likely featured a crisper, more vibrant citrus presence, emphasizing Calabrian bergamot, Sicilian mandarin, or sunlit neroli, lending a sparkling freshness that immediately distinguished it from both the powerful richness of the original Poison and the deeper citrus-spiced Poison Eau de Cologne.
A More Dewy, Ethereal Floral Heart – Poison’s original floral core was deep, heady, and intoxicating, composed of darkly seductive tuberose, jasmine, and carnation. In Poison Light Cologne, these floral elements were rendered more translucent and soft, possibly through the use of lighter floral aldehydes or dewy white flowers such as lily-of-the-valley and orange blossom, which introduced an almost watery freshness that lifted the composition rather than grounding it.
A Softer, More Airy Base – The dry-down of Poison Light Cologne remained sensual and enveloping but pared down the deep, resinous, and animalic notes that made the original so tenacious. While the Eau de Cologne may have retained some of Poison’s signature dark balsamic richness, Poison Light Cologne refined the warmth, ensuring a lingering presence that was elegant rather than overpowering. Sandalwood and benzoin may have been softened with a hint of white musk or airy amber, allowing the fragrance to fade gently and gracefully.
The late 1980s and early 1990s marked a transitional period in perfumery. The bold, intoxicating, and highly concentrated scents that defined the 1980s "power perfume" era were slowly giving way to a desire for lighter, more wearable compositions. Poison Light Cologne was Dior’s response to this shift, offering an alternative for women who loved Poison’s signature sensuality but wanted something more airy and effortless.
It was a fragrance that bridged two worlds—the opulence of the original Poison and the emerging trend for more luminous, delicate perfumes. Despite its appeal, Poison Light Cologne was only available for a limited time, making it a rare and intriguing part of the Poison lineage.
Poison Light Cologne was released in a variety of splash and spray formats, offering different ways to experience its soft yet radiant composition:
- 1.7 oz Splash – A delicate application, perfect for dabbing onto pulse points.
- 3.4 oz Spray – Ideal for a more diffused, radiant effect, allowing the brightness to envelop the wearer.
- 3.4 oz Splash – A classic presentation, emphasizing the luxurious aspect of fragrance application.
Although Poison Light Cologne was still being sold in 1994, it eventually faded into rarity, leaving behind a whisper of its luminous reinterpretation—a softer, dreamlike vision of the legendary Poison.
The European & Australian Launch:
Across Europe, Poison continued to garner widespread acclaim and demand. At Harrod’s in London, the fragrance was prominently featured as the centerpiece of the Christmas catalog, highlighting its status as a must-have item. In Singapore's CK Tang department store, Poison dominated the scene, showcased in boutiques on every floor, displayed in windows, and prominently advertised throughout the store. Customers eagerly embraced the fragrance, purchasing it at a remarkable rate of one bottle every 42 seconds, illustrating its rapid adoption and consumer favor.
In Australia, Poison received a lavish introduction with a promotional campaign that included a grand launching party, press luncheons, cinema and magazine advertisements, and extensive in-store promotions. The investment totaled $500,000, underscoring the brand's commitment to making a memorable impact in the Australian market. The fragrance quickly ascended to the top spot in numerous countries across Europe, including France, Italy, Holland, Germany, Switzerland, Spain, and the Middle East, solidifying its status as a global phenomenon.
The North American Launch:
Poison's entry into North America via Vancouver in July 1986, coinciding with Expo '86, marked a significant milestone. It swiftly outsold four other Dior fragrances upon its introduction, demonstrating its immediate popularity among Canadian consumers. An exclusive launch at Eaton’s stores further boosted its visibility and sales, followed by widespread availability in major Canadian retailers like Bretton’s, the Bay, and Holt Renfrew by August 25th of the same year. Poison's rapid expansion and overwhelming success overseas not only validated Dior's strategic investment but also cemented its reputation as an iconic fragrance in the annals of perfumery history.
Dior's investment in promoting Poison was substantial, with a reported $10 million allocated towards advertising the fragrance, as noted by Bill Slater. This hefty budget underscored Dior's strategic commitment to launching Poison with maximum impact and visibility in the market. Dior's ambitious investment in Poison reflected its strategic ambition to bolster its position in the competitive fragrance market, as emphasized by Bill Slater. With hopes pinned on Poison, Dior aimed not only to solidify its place in the top ranks of the fragrance and cosmetics sector in the US but also to achieve greater market penetration and increased sales volume.
Slater articulated Dior's stance succinctly: "We're hoping Poison is a springboard...and will help project us into greater volume." He underscored the necessity for bold, decisive action in the market, stating, "You can't tiptoe into this market, you have to march." This attitude highlighted Dior's proactive approach to leveraging Poison as a catalyst for growth and market expansion.
Allan G. Mottus, a cosmetics consultant, emphasized the critical importance of Poison's success to Christian Dior's reputation and credibility in the American fragrance market. According to Mottus, Dior had struggled to establish a significant presence with its fragrances in the US, making Poison a pivotal opportunity to gain favor with American retailers and consumers alike. However, he also noted the high stakes involved—if Poison were to fail, it could potentially undermine Dior's standing and hinder future attempts to penetrate the American market effectively.
Mottus highlighted key differences between the preferences of American and European consumers when it comes to fragrances. In the US, there is a preference for longer-lasting scents that do not require frequent reapplication throughout the day—a contrast to European habits where lighter, more ephemeral fragrances are often favored. Poison's formulation, designed to be potent and enduring, thus aligned well with American tastes and preferences, enhancing its appeal in the competitive US market.
Moreover, Mottus pointed out that Americans generally prefer stronger fragrances, which further bolstered Poison's potential in the American market. This characteristic catered to the desire for impactful scents that make a lasting impression.
Another factor influencing fragrance consumption in the US is demographic aging. As Mottus noted, the American consumer base is increasingly composed of older individuals whose sense of smell may diminish with age. This demographic shift underscores the importance of offering fragrances that are potent and long-lasting, ensuring they remain perceptible and appealing to a broader audience.
In essence, Poison's strategic formulation and marketing approach reflected Dior's keen understanding of American consumer preferences and the nuanced dynamics of the US fragrance market. Its successful reception in the US would not only validate Dior's efforts but also pave the way for future successes in this crucial market segment.
To further enhance its debut, Poison was initially offered exclusively at Bloomingdale's stores across nine key locations in the United States, including Stamford, Connecticut. This exclusivity agreement meant that Bloomingdale's had the sole rights to sell Poison until September 1986. This approach not only created anticipation and buzz around the fragrance but also allowed Dior to leverage Bloomingdale's prestige and extensive reach to introduce Poison to American consumers in a controlled and targeted manner.
Following this exclusive period, Poison made its debut in other retail outlets, expanding its availability nationwide. This phased rollout strategy enabled Dior to manage distribution strategically and capitalize on the initial momentum generated by its high-profile launch at Bloomingdale's.
Dior's investment in both advertising and strategic retail partnerships played a crucial role in positioning Poison as a standout fragrance in the competitive market of the mid-1980s, setting the stage for its enduring success and popularity.
Initial results from Poison's launch were promising, with sales amounting to $500,000 by early August, marking it as the most successful launch in Dior's history up to that point. However, Slater acknowledged that the ultimate test lay not just in the launch but in sustained consumer interest and resale performance. He noted that Poison had already made a significant impact in test markets across the USA, France, England, and Japan, with strong resale figures particularly noted in Europe.
At higher-end department stores across the United States, Dior's promotional efforts for Poison were nothing short of extravagant and meticulously orchestrated. The displays were as grandiose as the significant investment behind them, aiming to captivate and entice potential customers with a blend of luxury and allure.
In these prestigious retail spaces, giant facsimiles of Poison bottles in vivid purple hues dominated the visual landscape, accompanied by free-flowing scented peacock feathers that added a touch of elegance and sensory appeal to the ambiance. Models, dressed impeccably in green jackets and black skirts, not only showcased the fragrance but embodied its sophisticated and glamorous essence, acting as living advertisements for its debut.
Dior's advertising campaign for Poison mirrored this lavish presentation. Across various media channels, including print and possibly television, the imagery featured a striking contrast: a heavily made-up model holding a bottle of Poison, exuding confidence and allure, with a panther lurking in the background. This juxtaposition of beauty and danger underscored Poison's bold and seductive nature, appealing directly to the desires and fantasies of its target audience.
Collectively, these efforts across upscale department stores in the US solidified Poison's introduction as a momentous event in the world of perfumery. By combining theatrical displays with compelling visual narratives, Dior successfully positioned Poison not just as a fragrance but as a symbol of luxury, sophistication, and empowerment for the modern woman.
Slater articulated Dior's stance succinctly: "We're hoping Poison is a springboard...and will help project us into greater volume." He underscored the necessity for bold, decisive action in the market, stating, "You can't tiptoe into this market, you have to march." This attitude highlighted Dior's proactive approach to leveraging Poison as a catalyst for growth and market expansion.
Allan G. Mottus, a cosmetics consultant, emphasized the critical importance of Poison's success to Christian Dior's reputation and credibility in the American fragrance market. According to Mottus, Dior had struggled to establish a significant presence with its fragrances in the US, making Poison a pivotal opportunity to gain favor with American retailers and consumers alike. However, he also noted the high stakes involved—if Poison were to fail, it could potentially undermine Dior's standing and hinder future attempts to penetrate the American market effectively.
Mottus highlighted key differences between the preferences of American and European consumers when it comes to fragrances. In the US, there is a preference for longer-lasting scents that do not require frequent reapplication throughout the day—a contrast to European habits where lighter, more ephemeral fragrances are often favored. Poison's formulation, designed to be potent and enduring, thus aligned well with American tastes and preferences, enhancing its appeal in the competitive US market.
Moreover, Mottus pointed out that Americans generally prefer stronger fragrances, which further bolstered Poison's potential in the American market. This characteristic catered to the desire for impactful scents that make a lasting impression.
Another factor influencing fragrance consumption in the US is demographic aging. As Mottus noted, the American consumer base is increasingly composed of older individuals whose sense of smell may diminish with age. This demographic shift underscores the importance of offering fragrances that are potent and long-lasting, ensuring they remain perceptible and appealing to a broader audience.
In essence, Poison's strategic formulation and marketing approach reflected Dior's keen understanding of American consumer preferences and the nuanced dynamics of the US fragrance market. Its successful reception in the US would not only validate Dior's efforts but also pave the way for future successes in this crucial market segment.
To further enhance its debut, Poison was initially offered exclusively at Bloomingdale's stores across nine key locations in the United States, including Stamford, Connecticut. This exclusivity agreement meant that Bloomingdale's had the sole rights to sell Poison until September 1986. This approach not only created anticipation and buzz around the fragrance but also allowed Dior to leverage Bloomingdale's prestige and extensive reach to introduce Poison to American consumers in a controlled and targeted manner.
Following this exclusive period, Poison made its debut in other retail outlets, expanding its availability nationwide. This phased rollout strategy enabled Dior to manage distribution strategically and capitalize on the initial momentum generated by its high-profile launch at Bloomingdale's.
Dior's investment in both advertising and strategic retail partnerships played a crucial role in positioning Poison as a standout fragrance in the competitive market of the mid-1980s, setting the stage for its enduring success and popularity.
Initial results from Poison's launch were promising, with sales amounting to $500,000 by early August, marking it as the most successful launch in Dior's history up to that point. However, Slater acknowledged that the ultimate test lay not just in the launch but in sustained consumer interest and resale performance. He noted that Poison had already made a significant impact in test markets across the USA, France, England, and Japan, with strong resale figures particularly noted in Europe.
At higher-end department stores across the United States, Dior's promotional efforts for Poison were nothing short of extravagant and meticulously orchestrated. The displays were as grandiose as the significant investment behind them, aiming to captivate and entice potential customers with a blend of luxury and allure.
In these prestigious retail spaces, giant facsimiles of Poison bottles in vivid purple hues dominated the visual landscape, accompanied by free-flowing scented peacock feathers that added a touch of elegance and sensory appeal to the ambiance. Models, dressed impeccably in green jackets and black skirts, not only showcased the fragrance but embodied its sophisticated and glamorous essence, acting as living advertisements for its debut.
Dior's advertising campaign for Poison mirrored this lavish presentation. Across various media channels, including print and possibly television, the imagery featured a striking contrast: a heavily made-up model holding a bottle of Poison, exuding confidence and allure, with a panther lurking in the background. This juxtaposition of beauty and danger underscored Poison's bold and seductive nature, appealing directly to the desires and fantasies of its target audience.
Collectively, these efforts across upscale department stores in the US solidified Poison's introduction as a momentous event in the world of perfumery. By combining theatrical displays with compelling visual narratives, Dior successfully positioned Poison not just as a fragrance but as a symbol of luxury, sophistication, and empowerment for the modern woman.
Awards:
Poison's accolades solidified its status as an iconic fragrance in the world of perfumery. In 1986, it was awarded the prestigious Catherine de Medici's Award for fragrance of the year, a testament to its immediate impact and enduring appeal. This recognition underscored Poison's innovation and excellence in scent composition, setting it apart from its contemporaries.
Two years later, Poison further cemented its legacy by winning the equally esteemed FiFi award. This accolade, bestowed by The Fragrance Foundation, recognized Poison as a standout fragrance that continued to captivate and resonate with consumers worldwide. The FiFi award reinforced Poison's position not only as a commercial success but also as a masterpiece of olfactory artistry, celebrated for its distinctive blend of ingredients and its ability to evoke emotions and memories through its scent.
These prestigious awards not only validated Dior's vision and dedication in creating Poison but also highlighted its enduring popularity and influence in the fragrance industry. Poison's journey from launch to award-winning status underscored its impact on perfume culture, solidifying its place as a timeless and iconic fragrance in the hearts of perfume enthusiasts globally.
Ancillary Products:
Lait Merveilleux, the perfumed body lotion from Christian Dior’s Poison collection, offered a luxurious way to indulge in the iconic fragrance while nourishing the skin. With a fine, fluid texture, this body milk was designed to protect, moisturize, and soften, thanks to natural plant extracts that left the skin feeling supple and smooth. More than just a scented lotion, it enhanced the wear of Poison by providing a delicately perfumed base, allowing the fragrance to linger beautifully throughout the day. Absorbing quickly without a greasy residue, it provided a sensation of comfort and freshness, making it ideal for daily use. Housed in an elegantly curved bottle reminiscent of the Eau de Cologne packaging, Lait Merveilleux was available in a full-sized 6.9 oz version retailing for $40, with smaller options in 3.4 oz and 1.7 oz bottles, as well as travel-friendly tubes in 2.5 oz, 1.7 oz, and 1 oz sizes. A perfect complement to the Poison fragrance line, this indulgent lotion elevated the art of perfuming by blending skincare with Dior’s signature sensuality.
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Crème Somptueuse was the ultimate indulgence in the Poison bath and body collection, a perfumed body cream that combined opulence with skincare benefits. With its silken texture and extraordinary emollience, this rich, velvety cream was more than just a scented moisturizer—it was a "skin perfume par excellence," enveloping the body in the deep, intoxicating notes of Poison. Infused with 0.5% collagen and nourishing jojoba oil, it provided intense hydration, leaving the skin supple, smooth, and irresistibly soft. Designed for use after a bath, it enhanced the longevity of the fragrance while delivering a luxurious sensory experience. The cream was elegantly housed in a sculpted glass jar mirroring the iconic, stylized apple shape of the Poison perfume bottle, adding a touch of decadence to any vanity. Retailing for $65 in its generous 6.7 oz size, it was also available in a smaller 1.75 oz sample jar, allowing a taste of its sumptuous allure.
Gel Opale was a luxurious, opalescent perfumed bath and shower gel that provided a delicate yet effective cleanse. The smooth, fluid gel transformed into a soft mousse upon contact with water, gently lathering on the skin to wash away impurities while leaving it feeling fresh and clean. The signature Poison fragrance lingered softly, enveloping the skin in its captivating scent long after use. Packaged in a bottle resembling the one used for the Poison cologne, the 6.8 oz size retailed for $35, offering a generous amount of indulgence. Smaller sizes were also available, including 1.7 oz and 3.4 oz bottles, as well as 2.5 oz, 1.7 oz, and 1 oz tubes, making it easy to enjoy the luxurious experience at home or on the go.
Savon Précieux was a luxurious perfumed soap that transformed into a rich, soft mousse upon contact with water, gently dissolving to cleanse the skin while leaving it fresh, smooth, and delicately scented with Poison. Packaged in an elegant luxury dish shaped similarly to the one used for the Body Cream, this 5.3 oz bar offered a touch of sophistication and indulgence with every use. Originally retailed for $20, it provided a lavish bathing experience, making it a perfect addition to any collection of Poison bath products.
Poudre Sublime was a luxurious 7 oz bath powder that enveloped the skin in a supreme, seductive experience, much like the sensation of silk. This fine, soft powder, accompanied by a delicate puff, absorbed humidity while leaving behind a sheer, silky veil that was subtly perfumed with the rich, opulent scent of Poison. Housed in an elegant container reminiscent of the Body Cream packaging, it offered an indulgent, sensorial touch, and was originally retailed for $50, making it a lavish addition to the Poison collection.
Fleur de Talc was a luxurious perfume talcum powder, available in 3.4 oz and 1.8 oz bottles that mirrored the design of the Poison cologne packaging. Its fine, soft texture, akin to flower petals, left the skin silky and velvety after bathing, enveloping the body in a subtle, lingering scent. The talcum powder was also offered in a 3.5 oz shaker canister and a 0.88 oz version, allowing for an elegant, gentle finish to any bath or shower routine.
The 3.4 oz Eau Deodorante Perfumed Deodorant Spray offered a refreshing and long-lasting sensation of freshness, blending seamlessly with the iconic, captivating notes of Poison. This deodorant spray was encased in a bottle that mirrored the signature design of the Poison cologne bottle, maintaining the fragrance's luxurious and mystique-filled aesthetic while providing an effective and fragrant way to stay fresh throughout the day.
Bangle Bracelet Presentation:
Introduced in 1985, the bangle bracelet for the perfume Poison exemplifies Christian Dior's innovation and elegance in the realm of fragrance accessories. This unique piece doubles as a functional perfume bottle, ingeniously designed to be worn as a bracelet. Crafted with black and green enameled brass detailing and adorned with clear crystal ends, the bracelet exudes a luxurious aesthetic that reflects the sophistication synonymous with the Dior brand.
The practicality of the design is highlighted by one of the crystal ends, which unscrews to reveal a compartment for storing the Poison fragrance. With an outside circumference measuring 11 1/2 inches and a diameter of 4 inches, the bracelet strikes a balance between statement jewelry and a discreet perfume container. It bears the signatures "Poison," "Christian Dior," and "Paris," marking it as an exclusive and collectible piece from the renowned fashion house.
Inside the box was a small card reading: "Your bracelet contains Poison Esprit de Parfum. To refill it, undo the stopper placed by the signature and fill using the small funnel. Note: screw up the stopper tightly after each application."
This bracelet perfume bottle not only serves as a testament to Dior's commitment to blending fashion and fragrance but also exemplifies the brand's ability to create functional yet exquisite accessories that appeal to both fashion enthusiasts and perfume aficionados alike.
Modern Poison:
Today, you can still purchase Poison on Dior's website (2023).
Success is Spelled F-L-A-N-K-E-R:
Since its acclaimed launch, Poison has maintained its legacy of success within the fragrance industry, spawning a series of highly anticipated flankers that have captivated perfume enthusiasts worldwide. The first in this lineage was Tendre Poison in 1994, offering a softer and more delicate interpretation of the original Poison's allure. This was followed by Hypnotic Poison in 1998, characterized by its seductive blend of vanilla and almond notes, which further expanded Poison's allure into new realms of allure and mystery.
In 2004, Pure Poison emerged as a fresh and airy counterpart, celebrating the purity and elegance with its white floral composition. Midnight Poison followed in 2007, embodying a darker and more intense interpretation, evoking the allure of a midnight rendezvous with its blend of patchouli and amber. Most recently, Poison Girl made its debut in 2016, targeting a younger audience with its vibrant and playful composition that blends bitter orange, rose, and vanilla.
Throughout its evolution, Poison has also seen the release of various limited edition flacons, each offering collectors and enthusiasts new interpretations of its iconic fragrance. These flankers and special editions have not only expanded Poison's reach and appeal but also reinforced its status as a timeless and versatile fragrance series that continues to resonate with diverse tastes and preferences across generations.
Tendre Poison was created by Edouard Flechier in 1994. The bottle design is the work of Veronique Monod. Unfortunately, this fragrance is currently discontinued.
- Top notes: Brazilian rosewood, asafoetida, mandarin orange, galbanum and tangerine
- Middle notes: rose, freesia, tuberose, honey, and orange blossom
- Base notes: heliotrope, sandalwood, musk, and vanilla
CLICK HERE TO FIND TENDRE POISON BY DIOR
Hypnotic Poison was created by Annick Menardo and launched in 1998. Hypnotic Poison appears to have had a reformulation around 2006, then again in 2009, it may have also been reformulated in 2011.
- Top notes: caraway, allspice, apricot, plum and coconut
- Middle notes: tuberose, sambac jasmine, lily-of-the-valley, rose and Brazilian rosewood
- Base notes: jacaranda wood, musk, sandalwood, almond, and vanilla
CLICK HERE TO FIND HYPNOTIC POISON BY DIOR
Today, you can still purchase Hypnotic Poison on Dior's website (2023).
Pure Poison was created by Carlos Benaim, Dominique Ropion and Olivier Polge in 2004. Pure Poison appears to have had a reformulation around 2011.
- Top notes: Sicilian mandarin, sweet orange, bergamot, and jasmine
- Middle notes: gardenia, and orange blossom
- Base notes: musk, cedarwood, sandalwood, and white amber
CLICK HERE TO FIND PURE POISON BY DIOR
Today, you can still purchase Pure Poison on Dior's website (2023).
Midnight Poison created by Jacques Cavallier and Olivier Cresp of Firmenich in collaboration with Francois Demachy of LVMH in 2007. Midnight Poison appears to have had a reformulation around 2011. The original bottles have silver toned collars, on the reformulated bottles, the collar is gold toned. Unfortunately, Midnight Poison was discontinued in December of 2013.
- Top notes: mandarin and bergamot
- Middle notes: black rose
- Base notes: patchouli, amber and French vanilla
CLICK HERE TO FIND MIDNIGHT POISON BY DIOR
- Top notes: Sicilian bitter orange, lemon
- Middle notes: Grasse May rose, Damask rose, orange blossom
- Base notes: Venezuelan tonka bean, Sri Lanka sandalwood, tolu balm, almond,vanilla, heliotrope, Cashmeran
CLICK HERE TO FIND POISON GIRL BY DIOR
Today, you can find Poison Girl at Dior's website (2023):
Limited Editions & Collector's Flacons:
The Seductress Amulets:
In 2006, the house of Dior released the Seductress Amulets. These are limited edition 15 ml phial shaped purse sprays in Poison, Pure Poison, Tendre Poison and Hypnotic Poison; each comes with 2 refills and is packaged in a satin pouch with funnels. These originally retailed at $50 each.
CLICK HERE TO FIND THE POISON AMULETS
L`Elixir:
In cooperation with perfumer Francois Demachy , Dior presented three new versions of already existing perfumes Midnight Poison, Hypnotic Poison and Pure Poison, in the form of an "elixir" in 2008. Presented in their traditional bottle colors and fitted with retro-glamour atomizers. 30 and 50 ml. (Eau de Parfum)
L`Elixir Hypnotic Poison features licorice, star anise, jasmine and vanilla.
L'Elixir Midnight Poison features caramel and vanilla.
L'Elixir Pure Poison features petitgrain, green mandarin orange, orange blossom, Sambac jasmine, sandalwood, bitter-sweet almond, vanilla and cocoa bean absolute.
CLICK HERE TO FIND THE POISON L'ELIXIRS
Hypnotic Poison Eau Sensuelle:
Hypnotic Poison Eau Sensuelle: created by Francois Demachy in 2010. Unfortunately, this fragrance has been discontinued.
- Top notes: Damascus rose, ylang ylang and orange blossom absolute
- Middle notes: tuberose, vanilla orchid, and green leaves
- Base notes: vanilla, sandalwood, and musk
CLICK HERE TO FIND HYPNOTIC POISON EAU SENSUELLE BY DIOR
Valentine's Day Collector Flacons:
For Valentine's Day 2008, Dior presented a limited edition trilogy including Pure Poison, Hypnotic Poison and Midnight Poison. The fragrances are available as 40ml (1.4 oz) eau de toilette bottles. The beautiful bottle designs were inspired by 17th-century Chinese carved jade snuff bottles. Floral motifs which just like a lace touch and capture the bottles are perfectly adjusted to its curves.
Original prices were:
- Hypnotic Poison Collector, Eau de Toilette Vaporisateur 40 ml (1.4 oz.fl.) – €64,13
- Pure Poison Collector, Eau de Toilette Vaporisateur 40ml (1.4 oz.fl.) – €74,26€
- Midnight Poison Collector, Eau de Toilette Vaporisateur 40ml (1.4 oz.fl.) – €74,26
Success Also Spawns Imitation:
Poison also had its imitators. With its slogan `If You Like Dior's Poison, You'll Love Turmoil.' Parfums de Coeur had sales of the fragrance of $60 million in 1986 .
Fabulous Fakes also created a copycat fragrance which they touted “If you like Poison, try our No. 56.”
Outright Counterfeits:
Beware of Fakes! Poison has been terribly faked. Here are some photos of a fake bottle and box that I had received in a large lot of Poison perfumes. I have found that the all of fake Poison boxes are imprinted with the same batch code "7A01" and the bottle has the same batch code. Shown in comparison is my own bottle of genuine Poison.
Notice the shape of the collar.
The name Poison and Dior is a gleaming metallic gold finish on the real one,but a dull gold on the fake.
The genuine cap is thicker and not as opaque as the fake.
The genuine spray head has CD on the top, this is missing on the fake.
Notice the difference in the labels.
The mold lines in the fake bottle are not smooth on the genuine bottle.
Notice the printing on the box is off center here.
For more photo comparisons and tutorials on fake Poisons, please see the individual entries on Hypnotic Poison, Pure Poison, Midnight Poison and Tendre Poison.
Learned a lot, thanks for this compilation of info. Big fan of Poison!
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