Actor Johnny Depp has signed a multi-million dollar deal with Dior, reportedly worth over $20 million. The three-year contract exceeds those made by fellow actors Robert Pattinson and Brad Pitt for their spokesperson roles with Dior and Chanel, respectively. Depp has been the face of Dior Sauvage since 2015, despite the controversy surrounding his personal life.
After losing a defamation case against The Sun in 2020, Depp faced pressure to be dropped from Dior's campaign. However, following the court ruling against Depp, Dior Sauvage sales reportedly skyrocketed, with CEO Bernard Arnault citing the actor's image as a key factor in the cologne's success.
The decision to continue working with Depp comes at a strategic time for Dior, coinciding with the upcoming Cannes Film Festival, where Depp's historical drama "Jeanne du Barry" is set to premiere. Depp is also expected to attend a Dior dinner on 17th May.
Although controversial, Dior's decision to stick with Depp could prove to be a smart business move. As long as the actor continues to appeal to some consumers, brands like Dior may be willing to overlook the controversy and continue to work with him. It remains to be seen how consumers will react to Dior's decision, but Depp's continued involvement could result in even more success for Dior in the fragrance market.
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