Black-gloved hand holds a Dior Beauty perfume bottle labeled "CUIR SADDLE CHRISTIAN DIOR PARIS" against a misty field
Submitted by 22 IMPACT

Dior Beauty Cuir Saddle Creator Campaign

Influencer Marketing

22 IMPACT cast and managed creator Mubi for the global digital-first launch of Dior Beauty's Cuir Saddle fragrance, and the agency reports 4M+ impressions.

4M+Impressions

Case in 60 seconds

Dior Beauty was launching Dior Cuir Saddle globally through a digital-first rollout, so it needed a talent who could stand for contemporary masculinity while fitting the house's heritage luxury positioning rather than pulling against it.

The page frames the casting brief as a question of fit rather than reach, because a fragrance named Saddle carried Western references that the talent and the setting had to make credible alongside Dior's legacy codes.

22 IMPACT placed Mubi inside a cinematic, editorial narrative shot outdoors in Switzerland, with creative direction that balanced dark, sensual tones against a subtle Western influence drawn from the Saddle name and Dior's legacy codes.

22 IMPACT cast Mubi as the featured creator, managed his contract along with usage and exclusivity rights, and coordinated production and travel for an outdoor shoot in Switzerland. The campaign imagery then ran across Dior Beauty's social channels, paid advertising and global digital platforms.

22 IMPACT reports 4M+ impressions across Dior Beauty's social channels, paid advertising and global digital platforms within the first rollout window, which is the only result the page publishes and counts exposure rather than sales.

Strategy Breakdown

The brief set contemporary masculinity against heritage luxury, so the casting had to make a current idea of masculinity sit comfortably inside a house defined by its legacy codes.
Dior Beauty owned the distribution, running the imagery across its social channels, paid advertising and global digital platforms, while 22 IMPACT supplied the talent, the rights and the production.

Creative & Execution System

Partners

  • 22 IMPACT

Creator role

  • Mubi

Results & Evidence

MetricValue
Impressions4M+ impressions

Why 22 IMPACT's strategy worked

  1. 1

    Casting a creator for a heritage luxury fragrance turns on alignment rather than audience size, because the talent has to carry a brief on contemporary masculinity without working against the house's established codes.

  2. 2

    Securing usage and exclusivity rights alongside the casting lets brand-owned social and paid channels carry the creator's image, so distribution sits with the brand rather than depending on the creator's own following.

  3. 3

    Tying art direction to the product name, here the Western influence behind Saddle, gives an editorial shoot a reason for its setting and styling rather than a decorative backdrop.

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