Christian Dior Commercial Made With Love – Episode #3 Armelle Janody, DIOR fragrant flower producer. 2025

VIDEO Christian Dior Made With Love – Episode #3 Armelle Janody, DIOR fragrant flower producer. TV commercial 2020 • For ten years, the House of DIOR has been fostering exclusive partnerships with new producers of fragrant flowers in the Grasse region. Discover the craftsmen who make DIOR Perfumes with love every day. In this third episode of the saga, experience the passion for flowers with Armelle Janody, producer of fragrant flowers in the « Clos de Callian » #diorparfums 00:01 DIOR presents 00:13 Discover the craftsmen who make Dior Perfumes with love every day. 00:19 Right now it is roses. 00:21 I think only of them, I dream of them, 00:24 I see them differently. 00:27 Dior Fragrant Flowers Producer 00:30 We must remember the flower is the plant’s sexual organ, 00:31 and the flower is how the plant ensures its reproduction. 00:39 You see it especially this year. 00:41 We have a rose that is fuchsia pink, 00:43 big and fleshy, and it has this scent, my God, 00:47 that is just incredibly strong and concentrated. 00:50 When we began thinking about this project with Rémy, 00:52 Clos de Callian, Grasse, South of France 00:54 we really did it for us. 00:55 Taking on a new profession 00:56 at 40 years old means embracing it, 01:00 saying everything you have to say about it. 01:02 And I am well aware how lucky I am. 01:04 I didn’t just choose it but I created it for myself 01:08 out of love, commitment and conviction. 01:16 It is really the story of two people, 01:20 it is the story of us two. 01:22 I think that we have each found our place. 01:25 Dior Fragrant Flowers Producer 01:26 Rémy has his own way of managing people with whom we work 01:32 Which is quite different from mine. 01:34 And ultimately it works pretty well. 01:37 The people who come to harvest come back year after year, 01:42 so I guess that they like it. 01:54 We started at a time when it was completely crazy. 01:58 It was a very risky gamble 02:01 because scented plants were really struggling. 02:07 There were no more customers, knowledge was being lost. 02:13 And we had to learn. 02:15 This is very technical work. 02:17 Just because you have planted carrots in your garden, 02:20 you won’t necessarily be able to grow 02:22 centifolia roses, jasmine, tuberoses or I don’t know what else… 02:27 I had this crazy driving ambition, 02:30 and one day I met François Demachy. 02:32 And in 2013 we signed a contract together 02:35 and I sold him my first production. 02:44 What I would associate with my roses 02:47 is freshness, 02:48 which is there in May when the temperature is still cool. 02:52 And the challenge for Miss Dior is to feature 02:57 notes that I wouldn’t necessarily have noticed, 03:01 meaning notes that are very sweet, 03:03 very warm, more like notes of an afternoon. 03:06 It is a summer rose of sorts, a summer centifolia rose, 03:10 that is Miss Dior as I perceive it. 03:19 I know now that what I liked about this scented plants 03:23 is the link between the soil 03:26 and the aesthetic dimension of flowers and the perfume industry. 03:30 We produce something 03:33 that is completely useless, but isn’t really in essence. 03:37 That is what luxury is, 03:38 it is pushing the aesthetic to the highest limit. 03:44 So being deeply human at that moment. 03:55 So I think working with the soil teaches you 03:59 to be relatively wise. 04:10 Ultimately things took on such proportions 04:14 that I thought it is something to pass on, it can’t just disappear, 04:19 it is something that has real value. 04:20 So I am looking to my daughter, 04:23 she is an incredible ambassador for the Clos de Callian. 04:27 She never misses a harvest. 04:33 I don’t really make distinctions between an individual, 04:38 a plant or an animal. 04:40 For me there isn’t really any difference. 04:43 Taking care of a child, of my children, 04:47 taking care of my plants, taking care of my animals 04:51 is exactly the same thing. You are giving of yourself. 04:56 And this bond of love makes us observe even more, 05:01 so we are even more caring and more attached. 05:04 So once you are in it, you are in it forever. 05:09 For 10 years François Demachy has been fostering partnerships between DIOR and producers of fragrant flowers in the Grasse region, perpetuating the unique connection of Christian Dior with the South of France.- advertisement spot 2020