Lawyers, campaigners, and domestic abuse charities have slammed Dior over a fragrance commercial starring Johnny Depp, who recently lost a ‘wife beater’ libel case.
The Pirates of the Caribbean star is the face of Sauvage aftershave, with ads appearing on TV and newspapers.
Dior appears to have stuck by the American actor and internet searches for Sauvage have increased by more than 20 percent, Cosmetify reported.
Rachel Horman-Brown, a domestic abuse lawyer, said to MailOnline that it was ‘disappointing and irresponsible’ that the luxury brand continues to work with the 57-year-old star.
“I think it’s extremely disappointing and irresponsible of Dior – especially when we are looking at a situation that isn’t just an allegation anymore,” she said.
“The courts made a finding about him and what happened in their relationship. We heard reams of detailed evidence and testimony from the people involved.
“The decision was made by the courts that Depp was abusive towards his partner and could be called a ‘wife beater’ and yet, notwithstanding that, Dior continues to use his advert; it is almost condoning abuse and violence against women.”
Ms. Horman-Brown continued: “I think it is horrific. They could drop him – it wouldn’t be the first contract he’s lost. There has to be consequences for men in life when it is found out they’ve done things like this.
“If we continue to allow him to carry on in high profile roles, as a role model, it sends a message that domestic abuse is ok.
“If we have that message in society women are going to be hurt in the same way, if not more.”
Eric Schiffer, a brand and reputation management expert, said to MailOnline: “The power of Depp’s fans is the single biggest modern force in cinematic history, and if you think the Johnny Depp star has sailed, you don’t understand the epic-scale power of the Deppheads.
“Dior and other brands stand for mystique and Depp dwells deeply in the collective unconscious like no other movie star.
“Johnny Depp’s impact on customers and sales of Dior will not be materially negative especially in a case with Amber Heard where the counter evidence on tape raises serious credibility questions for those vetting justice.”
Nick Ede, a popular culture and brand commentator, said to FEMAIL: “Ad agencies who buy media space for Christmas period know this is a premium time to shift sales of their brands. They will have many months in advance secured lucrative slots.
“There is no way that someone like Dior, who make huge investment, could have turned a new advert around in time for the slots they have bought.
“So, they would have had to think about where they place their adverts and what assets they have and, as Dior Sauvage is their biggest seller, they wouldn’t want to replace the adverts with something else.”
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Replaced!