LOS ANGELES: A loosely organized protest against Christian Dior's new perfume Addict has succeeded in having the fragrance pulled from the shelves of Army and Air Force PX stores across the country.
"We have already informed the manufacturers that after the first of the year we will not be carrying these fragrances in our assortment, and will be removing/returning any remaining inventory," wrote Kathryn G. Frost, Major General, US Army Commander, Army & Air Force Exchange Service (AAFES), in a letter to one of the protest's supporters.
The AAFES, which runs the Army's retail endeavors, is the 10th-largest retailer in the US.
Faces and Voices of Recovery (FaVoR), a Washington, DC-based addiction-support group, began protesting Addict's name and marketing tactics last November when the scent was launched. A men's fragrance called Higher, also part of the Addict line, launched a few weeks later. The group claimed that Dior was trivializing the seriousness of drug addiction and promoting the addict lifestyle as glamorous.
The tagline for the Dior campaign is, "Admit it," and some advertisements feature phrases such as, "Get hooked on Dior's new fragrance, Addict." The campaign for Higher encourages consumers to "get higher."
The PR protest campaign, dubbed, "Addiction is Not Fashionable," centered on media outreach and a letter-writing campaign. FaVoR communications head Susan Rook, a former CNN reporter, also held press conferences around the US.
Dior did not publicity respond to the campaign at first, but later issued a statement.
"We believe there may be some misunderstanding concerning the Dior Addict brand and the ad campaign which supports it. The Dior Addict perfume is one of a line of products that celebrates the pleasure of being totally devoted to the Dior brand, and the name of the product line - Dior Addict, as opposed to Addict alone - reflects our message: addiction to the Dior brand and the glamour with which it is associated," it read in part.