LVMH’s Dior has launched a series of documentaries on the web that shift the focus from its slick marketing materials back to the raw materials that make up its infamous fragrances.

Dior’s in-house perfumer François Demachy stars in the series as narrator, with each program focusing on a different ingredient used in Dior scents: May rose, jasmine and bergamot. The series is a marked departure for the brand, which has thus far focused on famous faces and eye-catching packaging to sell its high-profile scents.

“While we are not used to storytelling around the processes of perfume production, the documentaries capture the attention of the consumer with powerful visuals, pertinent context, and enriching background sounds as to prepare the senses for the olfactory experience that each perfume promises. The French are much more in touch with their olfactory sense and very much into discovering new, signature perfumes. Lately, however, this area of interest is gaining traction in the US as well where we have seen a surge of niche perfumers, many of whom spend a lot of time educating the public on the art of the scent,” Thomaï Serdari, Adjunct Profession of luxury marketing at New York University told Luxury Daily.