Poor Sauvage. The men’s fragrance from Dior has been the No. 1 best-selling scent for nearly a decade. Not No. 1 in the men’s category or No. 1 in France or duty-free or some other designation from the sales-and-marketing team to goose the figures. No. 1 among everything, all genders, worldwide. Simone Biles–level. It’s hardly the object of pity. And yet No. 1 has its perils too. As Three Dog Night taught us, one is the loneliest number.
The people behind Sauvage are choosing not to kick back and watch the money roll in, perhaps while they sip cocktails on a luxury yacht, but to toss the dice with a new interpretation of their world-dominating scent. It’s the creation of Francis Kurkdjian, the perfume director at Dior who’s also the nose behind Baccarat Rouge 540, from Maison Francis Kurkdjian, an unstoppable phenomenon, both financially and TikTok-ally.
