As a beauty editor who specialises in all things perfume and scent, I was somewhat taken aback when I heard the news that Dior was working on a new iteration of what is one of the most popular perfumes in the UK—Miss Dior. While I knew that Dior naming Francis Kurkdjian as Perfume Creation Director back in 2021 would have meant a flurry of new takes on some of the houses most iconic scents (last year's launch of Dior J'adore L'Or was the first), the fact that Dior had tasked Kurkdjian with a new iteration of Miss Dior still took me by surprise.
You see, while Miss Dior is a fruity, floral perfume that has been reinvented time and time again, the Eau de Parfum which launched in 2021 has without question been one of the House's most triumphant creations in history. It has sat at the top of bestsellers lists in the UK month after month, with no signs of popularity dwindling. And while I am assured the existing Miss Dior Eau de Parfum will sit on shelves alongside the new Parfum, my main question to both Dior and Kurkdjian was this: why launch a new Miss Dior now, when Dior is already onto something so, so good with its current offering?
