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NCADD responds to a recent ad campaign for a new Dior fragrance named "Addict" with letters to the CEO of Dior, and an Action Alert encouraging others to protest Dior's insensitive and careless attitude towards addiction, and the millions of Americans, and other people world-wide, affected by the diseases of alcoholism and other drug addictions.

    Addiction is NOT "Bold, Daring and Totally Sexy"
    Bernard Arnault
    Chairman and Chief Executive Officer, LVMH
    30, Avenue Hoche
    75008 Paris, FRANCE


    Dear Mr. Arnault:

    As Chairman of the National Council on Alcoholism and Drug Dependence, I am writing with regard to the recent launch by Dior of the ad campaign for the new fragrance named "Addict." This marketing campaign was brought to our attention at a recent meeting of our Board of Directors and it is our sincere hope that you will discontinue the ad campaign as soon as possible and rename the product.

    Addiction is not an "advertising gimmick" but a sad fact of life for thousands of people who struggle daily with addiction. Addiction doesn't affect just one person. It is a web that entangles the family, friends and community of those who are addicted. As the nation's number one health problem, addiction strains the health care system, the economy, harms family life and threatens public safety. Being an "addict" is not something to be glorified, celebrated or mass marketed. It is deadly serious.

    The cost and consequences of addiction place an enormous burden on American society. Untreated addiction is more costly than heart disease, diabetes and cancer combined. About 18 million Americans have alcohol problems; about 5 to 6 million Americans have drug problems. More than nine million children live with a parent dependent on alcohol and/or illicit drugs.

    Perhaps a meeting with these children or with a group of parents who have lost children to drug addiction would help to educate your current advertising company as to just how serious a matter this is. There is nothing "bold, daring and totally sexy" about being an addict and building a marketing campaign around the concept of addiction is thoughtless, demeaning and irresponsible.

    We can only hope that Dior will rethink this matter, discontinue the marketing campaign and rename the product.

    Sincerely,

    Adele Smithers-Fornaci
    Chairman, Board of Directors
    National Council on Alcoholism and Drug Dependence, Inc.

    cc:   Veronica Post
            DIOR Consumer Affairs
            19 E. 57th Street
            New York, NY 10022
For information on reprinting this editorial, contact the public information department at communications@ncadd.org.


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