THE WHAT? LVMH-owned Dior has unveiled what it is claiming to be the first formula of its kind: a water-based version of its iconic J’adore fragrance that is highly concentrated.

THE DETAILS J’adore Parfum d’Eau is described as ‘fresh and immediate’, with a floral bouquet with a strong natural focus featuring neroli, jasmine sambac and Chinese magnolia and a patented alcohol-free formula.

THE WHY? With several customers eschewing alcohol-based fragrances, either due to skin sensitivity or religious beliefs, this new version will bring the brand’s classic female fragrance to a wider audience.