She’s running. She’s jumping off a pier. She’s staring down a camera lens with that "I know something you don't" look while Janis Joplin screams in the background. If you’ve turned on a TV or scrolled through social media in the last decade, you’ve seen the natalie portman perfume ad for Miss Dior. It’s basically a cultural staple at this point.
Honestly, it’s kinda wild how one partnership has lasted this long. In a world where celebrities swap brand deals like they’re changing socks, Portman has been the face of Miss Dior since 2010. That is a lifetime in the beauty industry. But why does it work? Why do we actually stop and watch instead of hitting "skip" on the YouTube pre-roll?
The 2025 Shift: Miss Dior Essence
The latest chapter in this saga is the 2025 launch of Miss Dior Essence. If the previous ads were about "doing anything for love," this new campaign feels a bit more... grounded? If you can call a Dior ad grounded.
Directed by Manu Cossu—who has become the go-to guy for these cinematic vignettes—the 2025 natalie portman perfume ad features her in a striking crimson dress. No runaway bride tropes this time. Instead, we get these tight, intimate shots that feel way more personal. Francis Kurkdjian, Dior’s Perfume Creative Director, basically said he wanted to reject anything that "limits freedom."
The scent itself has changed too. It’s got this blackberry and elderflower vibe that hits you first, followed by a heavy dose of jasmine sambac. It’s less "sugary sweet" and more "earthy floral."
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What actually happens in the commercials?
Most people remember the 2017 "What would you do for love?" campaign. You know the one. Portman is arguing with some guy, she’s in a pink Jaguar, and eventually, she’s diving into the Mediterranean. It was a massive hit, racking up over 100 million views.
The formula is usually pretty consistent:
- The Music: It’s almost always Janis Joplin. "Cry Baby" or "Piece of My Heart." It adds this raw, gravelly edge that balances out the high-fashion polish.
- The Action: Natalie is never just sitting there. She’s active. She’s ditching a wedding, driving fast, or wandering through a field of Grasse roses.
- The Question: There is almost always a direct address to the audience. She looks at you and asks something existential.
Why this ad works when others fail
Let's be real: most perfume ads are literal nonsense. Usually, it’s a model whispering in French while a golden bottle floats in space. It’s boring.
Dior took a different route. By using Portman—an Oscar winner with a Harvard degree—they’re selling "intellectual" beauty. The brand heavily leans into the history of Catherine Dior, Christian’s sister. Catherine was a French Resistance fighter during WWII. Portman has mentioned in interviews that she connects the perfume to Catherine’s literal life-and-death bravery.
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That’s a heavy backstory for a bottle of scented water, but it gives the natalie portman perfume ad a weight that other campaigns lack. It’s not just about smelling like roses; it’s about agency.
The "Cringe" Factor vs. The Success
Not everyone loves it. If you spend five minutes on Reddit, you’ll find plenty of people calling the ads "cringe" or "pretentious." One user famously joked that they wouldn't do anything for love as cringey as what Portman does for Dior money.
But here is the thing: the data says otherwise. Marketing experts point out that these ads have a "Brand Fluency" rating of nearly 99%. That means when you see a snippet of these visuals, you immediately know it’s Dior. That kind of brand recognition is worth the $10 million-plus they reportedly pay her annually.
The breakdown of the scent
If you're actually looking to buy the perfume because of the ad, you should know that "Miss Dior" isn't just one thing. It's a whole family of scents that Dior reformulates every few years to stay "modern."
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- Miss Dior Eau de Parfum (The 2021/2024 Version): This is the one with the "millefiori" bouquet. It smells like a mix of centifolia rose, lily-of-the-valley, and peony. It’s very "pink."
- Miss Dior Parfum (2024): This one is more intense. Francis Kurkdjian brought back notes of strawberry and jasmine, aiming for a "vintage but new" feel.
- Miss Dior Essence (2025): The newest kid on the block. It’s woodier. It has that blackberry top note that makes it feel a bit darker and more sophisticated.
The bottles have changed too. The iconic "hand-tied" bow on the neck is now a "poignard" fabric bow, made with 396 threads. It sounds like overkill, but that’s luxury for you.
What you can learn from the Dior strategy
If you’re a creator or a brand owner, there’s actually a lot to steal from the natalie portman perfume ad playbook.
First, consistency is king. Dior didn't jump from celebrity to celebrity. They stayed with Portman for 15 years. That creates a "face" for the brand that people actually recognize. Second, use contrast. The mix of Joplin’s messy, emotional voice with the pristine Dior gowns creates a tension that makes you look twice.
Finally, give it a soul. Whether you buy the Catherine Dior connection or not, the fact that there is a narrative about female resistance and strength makes the product feel like more than just a commodity.
To get the most out of your fragrance experience, try layering the Miss Dior Essence with a neutral body lotion to make those blackberry notes pop. If you're looking for that specific "ad look," the lipstick she usually wears in the campaigns is Rouge Dior #100 Nude Look. It’s the perfect "I just jumped off a pier but still look great" shade.
Check the batch code on your bottle if you're buying from a third-party seller. Dior reformulates so often that a "Miss Dior" from 2012 smells nothing like the 2025 version. Always aim for the post-2024 bottles if you want the specific scent featured in the latest Portman clips.