A new Miss Dior scent gets its own Tokyo launch event, styled after Dior's Paris atelier

Parfums Christian Dior Japan held a Tokyo event to mark the launch of its new couture fragrance, Miss Dior Eau de Parfum, the company said in a release. Fifteen guests attended, including Dior beauty ambassadors Tomohisa Yamashita and Ryo Yoshizawa.

The venue was styled as a nod to 30 Avenue Montaigne, the Paris address of Christian Dior's original couture house, decorated to evoke opening a couture box, according to the company. Dior did not state an on-sale date for the fragrance in the release.

For a house fragrance this established, a launch event's job isn't to move units that night; it is to hand ambassadors and guests a story built around Dior's own address and archive, timed so the photos and coverage circulate well before anyone can actually buy the thing.