The National Council on Alcoholism and Drug Dependence fights the stigma and the disease of alcoholism and other drug addictions.

NCADD Action Alert

UPDATE

Dior Hears Our Message:   Addiction is NOT "Bold, Daring and Totally Sexy"

FEBRUARY 14, 2003

For many years the National Council on Alcoholism and Drug Dependence, Inc. (NCADD) has been a recognized leader in educating the American public about the nation's number one health problem, addiction to alcohol and other drugs. The Board of Directors recently found itself having to respond to the new fragrance by internationally known Dior called "Addict." NCADD issued an Action Alert (12/11/02) to Affiliates and the American public asking them to send letters to the Chairman and CEO of Dior, expressing outrage at this new marketing gimmick that belittled and disregards the millions of Americans, and people world-wide, affected by the devastating disease of addiction.

EFFORT BRINGS SUCCESS

Responding to a national advocacy campaign staged by NCADD and other organizations within the addiction and recovery community, on behalf of people in recovery, Christian Dior President Claude Martinez met with representatives of the addiction and recovery community in late January. He indicated that Dior will not rename the product as requested by advocates but Dior will stop using the tagline "admit it" in marketing materials. Also, ads will be altered to emphasize full name of the fragrance "Dior Addict". Dior pledged not to use the word "addict" alone to promote its products. Some troublesome parts of the campaign will remain, such as using the words "addiction," "sensuality," "pleasure," and "energy" to promote Dior Addict. In a January 23rd letter addressed NCADD President Stacia Murphy, and other recovery advocates, Martinez expressed regret, saying, "Parfums Christian Dior and our parent company, LVMH Moet Hennessy Louis Vutton, fully recognize the serious public-health issue of addiction. "Christian Dior has never had any intention to trivialize or glamorize drug abuse or to offend individuals who suffer from or are trying to recover from addictions, or their families," according to Martinez. "We regret that certain aspects of the promotional materials for Dior Addict may have nonetheless given rise to misunderstanding."

National Council on Alcoholism and Drug Dependence, Inc.

244 East 58th Street, 4th Floor, New York, NY 10022 phone: 212/269-7797   fax: 212/269-7510 email: national@ncadd.org   http://www.ncadd.org HOPE LINE: 800/NCA-CALL (24-hour Affiliate referral)