Macron’s Use of Dior Cologne Highlights Power Symbolism and Personal Branding

French President Emmanuel Macron's heavy use of Dior Eau Sauvage cologne, detailed in a new book, underscores his deliberate efforts to assert authority and craft a distinct public persona.

Olivier Beaumont's book 'The Tragedy of the Elysée' reveals that Emmanuel Macron uses 'industrial amounts' of Dior Eau Sauvage cologne as a symbol of power and presence.
Macron reportedly keeps a bottle of the cologne in his desk and applies it frequently throughout the day to maintain a strong personal signature.
Staff at the Elysée Palace joke about the phrase 'It smells like the president,' emphasizing the cologne's distinctive and pervasive scent.
The book draws historical parallels between Macron's cologne use and Louis XIV's use of perfume to project authority and influence.
Macron's wife, Brigitte, is surprised by his cologne habits but occasionally uses it herself when he is away, highlighting its personal and emotional significance.