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Evidence suggests that Johnny Depp fans bought Dior’s Sauvage fragrance to support the actor, who continues to be the face of cologne despite a High Court judge who found he had violently abused his ex-wife during their relationship.
Depp has been the face of aftershave since it launched in 2015 with an ad campaign that was criticized for its racist portrayal of Native Americans. But many were surprised to see an advertisement for the perfume, featuring Depp playing guitar, broadcast on television during The Great British Bake Off this week.
“We have received a total of 11 complaints regarding this advertisement,” said a spokesperson for the Advertising Standards Authority, “with the plaintiffs believing that Johnny Depp should not appear in the advertisement due to details of his recent trial. “
Depp was ordered to pay the Sun newspaper an initial £ 630,000 in legal fees after the court this month found overwhelming evidence he attacked his then-wife Amber Heard , in the mid-2010s.
Depp was reportedly paid between $ 3 million and $ 5 million to advertise Sauvage.
British public relations expert Mark Bokowski, who has worked with Michael Jackson and American Express, said: “I think it would be wise for Dior to sever ties with Depp. Everything can be stopped with the push of a button if they really want to. “
Since the ad aired, Depp fans, using the hashtag #Justiceforjohnnydepp, have been posting messages of support on social media for the actor and Dior’s continued association with him. “Johnny Depp is still the face of Sauvage, because Dior are not idiots,” the post said. “Kudos to Dior for being virtually the only sponsor of Johnny Depp who hasn’t turned his back on him,” said another. “He is still the face of their Sauvage cologne, will definitely offer me a bottle to show my support.
Since the ruling, which dismissed Depp’s claim that the Sun had defamed him as a “wife beater,” Internet searches for Sauvage have increased 23%, according to beauty site Cosmetify. Eau de Cologne is The Fragrance Shop’s top-selling men’s fragrance and is featured in The Perfume Shop’s bestseller list.
Bokowski said he believes the fashion brand is hedging its bets by keeping Depp as the face of the perfume.
“A brand like Dior doesn’t just look at this territory,” he said. “The attitude [toward Depp] in the UK will be very different than in Eastern Europe, for example.
“Brands are hoping for short-term memory loss and long-term amnesia. These fashion companies live in their own bubble, it’s like The Devil Wears Prada [film]. They live in a world where they are used to dealing with controversy.
In 2005, Depp’s former partner, model Kate Moss, was ditched by Burberry and Chanel after his News of the World cocaine scandal. But instead of killing his career, it added to his appeal. “She became the darling of non-high street and high-end fashion brands that didn’t care. [about the scandal]Bokowski said.
When asked if there was a chance Dior could use Depp again, Lauren Sherman, the Business of Fashion’s chief correspondent, said: “In the past, before social media, I would have bet above. Now there is more to lose. It is possible, but it is riskier.
Despite the shadow of a “cancellation culture,” Sherman said she believed Dior took the position of “all publicity is good publicity”.
“Most companies like this take a long-term view, that growing awareness is good overall,” she said. “People will forget the Depp association over time, but they might not so easily forget the name Sauvage.
The Guardian has reached out to Dior for comment.
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