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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.

France's President Emmanuel Macron attends the inauguration of the French-Danish Economic Forum at the Palais Brongniart in Paris, France, on April 1, 2025.
French President Emmanuel Macron, whose cologne use has made headlines after the publication of a book.
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Overview

  • 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.