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Dior Goes Higher

By FashionUnited

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LVMH-owned Parfums Christian Dior is to capture a new market with its Higher fragrance. Launched in the UK this September, Higher energy is the new men's fragrance, created for a younger consumer.

A young, urban image will be communicated through a major advertising campaign including press and tv spots, posters and sampling.

The company hopes Higher energy will reach the top 10 worldwide.

Dior