Kurkdjian undertook a detailed investigation of Dior before joining as a creative director, preparing a comprehensive guide to the brand's perfumes and retail experience.
Facing the challenge of relaunching Sauvage, Kurkdjian asserts that the focus should remain on what is best for Dior, rather than catering solely to public opinion.
He describes his approach to work as both serious and rigorous, emphasizing the need for audacity rather than luck in the competitive perfume industry.
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