Charlize Theron worried about her Dior contract, thinks ScarJo might ‘steal’ it

The House of Dior is going through some changes. Last year, Jennifer Lawrence got a Dior contract, which reportedly angered the other Dior “faces” like Natalie Portman, Mila Kunis and Charlize Theron. Out of that group, I think I associate Charlize most with Dior – her J’Adore commercials are always on, and whenever I see her long-legged power-strut, I think “Dior Lady”. But is that close association coming to a close? You might be eager to throw shade at this Enquirer story, but just FYI: Star Magazine (with the same corporate owner as the Enquirer) was totally right about Jennifer Lawrence, and they actually broke the news of J-Law’s contract. So, someone at the tabloid media empire might actually have the inside scoop at Dior:

Charlize Theron fears she’ll lose her fat Dior deal if rival Scarlett Johansson continues her love affair with all things French. Sources say reps for the fashion giant have told Charlize – who reportedly banks $5 million a year as the face of Dior’s J’Adore – that she “needs to be more French.”

Meanwhile, Scarlett is fast becoming the A-list darling of Paris thanks to her French Vanity Fair cover and romance with Frenchman Romain Dauriac, a former art journalist.

“Scarlett adores Paris and has spent months there with Romain,” a source told The Enquirer. “Besides that, the French have really responded to her photos in Vanity Fair, especially one shot that’s reminiscent of Brigitte Bardot.”

That’s got LA-based Charlize on edge, said the source. “Charlize has done really well for Dior, but the company has to stay fresh… they’re worried that Charlize comes across as too aloof and are looking at Scarlett as a possible replacement.”

So Charlize is now scrambling to keep the lucrative gig.

“She’s taking French lessons twice a week and listens to French tapes in the car to become more fluent. She also dines with Dior executives regularly to brainstorm ideas about how she can be more appealing to their French customer base. But Charlize feels that no matter what she does, Scarlett is a real threat. She knows that if she wants to keep her Dior deal, she has to up her game.”

[From The Enquirer, print edition]

I think the idea that Charlize isn’t “French enough” to represent Dior is dumb – this is the company that just hired Jennifer Lawrence, for the love of God, and she isn’t “French” in the least. I think it’s far more likely that people at Dior think Charlize is too OLD to be the face of Dior. Like, she’s not relevant enough to their target demographic, and they’re looking to “skew younger” and that’s why they’re thinking about switching to ScarJo. But just FYI to the Dior people: Scarlett is an absolutely terrible model. Her ad campaigns – which are numerous because she would be the “face” of just about anything – are almost always dead-eyed, open-mouthed and derivative of some other Hollywood bombshell.

Something else to consider: Dior probably wants to hire younger faces to go along with their new hire, Robert Pattinson. Rob is the face of Dior Homme now.

Photos courtesy of Fame/Flynet.

 

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64 Responses to “Charlize Theron worried about her Dior contract, thinks ScarJo might ‘steal’ it”

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  1. marie says:

    what?!? no, I’d choose Charlize over ScarJo any day. She is beautiful in that gold dress.

  2. Gina says:

    Yeh, one of them is a gorgeous, oscar-winning actress and a former model.

    The other is Scarlett Johansson.

    Not to be harsh, but I don’t think Charlize has to worry about Scarlett, or any other actress in Hollywood.

  3. Spooks says:

    Although I dislike Charlizes personality, she is a much better model than ScarJo.

  4. gorda says:

    I don’t like either woman. Nor was I happy when JLaw and RP became the new faces for Dior. I think they should stick with models. They look good and know what they r doing. Besides, Charlize is so yesterday. They need a fresh face. I don’t think however that Scarlett is Dior worthy.

  5. Maria says:

    I think this is one of those stories meant to pit the older women against the younger.

    Charlize is lovely but she’s also getting older, the company may want a fresher face, but it doesn’t have to be for this particular scent.

    Both are lovely women, period.

  6. Sisi says:

    Charlize will always be J’adore Dior to me, and Scarlett will be Dolce & Gabbana. If I see a Dior ad with Scarlett, Ill probably still think it’s D&G.

  7. Lucyinthesky says:

    I don’t get the hype over Scarjo, imo she’s beyond basic.

    • Tapioca says:

      On paper I’d agree with you – she’s an average actress, she constantly looks like she’s just been punched in the face and in Avengers she resembled 10lb of potatoes in a overstretched refuse sack.

      However, for some reason I still find her damn sexy.

  8. Isabel says:

    Love Charlize x1000.

    Scarlett is very pretty, but makes me go meh. She seems very fake imo and doesn’t really have a personality that shines through.

    I dont think CT has to worry, girlfriend is HOT and she looks so fresh and classy, whatever age she is and how she dresses..I don’t see Scarlett like that. Ive seen casual pics of her in shorts (kneelength) with a horrible top and horrendous tattoos. No.

    If they wanted more French they wouldn’t have hired J.Law. Think she was brought in to appeal to a younger audience, while Portman and Theron are more aimed at 30+ women. I don’t think Scarlett fits into either category, she is more the kinda girl men like to see in commercials. (Just my thoughts, no idea if it is true of course).

    • Rock says:

      Exactly. At the end I think they simply analyse their target when they make this sort of decisions.
      They make money with perfumes and accessories, mainly purses and scarfs. I don’t see many young girls who can afford a 2k bucks purse. Usually their clients are 30+ yo women with some money to spend. I find CT is much more inspirational for this target. She is beyond classy, she has a successful career as a result of talent, beauty and hard work, she isn’t gossip material.
      Unlike Scarlett who is sexy but not classy. And which career is going downhill.
      They already hired a young Oscar winner talented woman to address their younger potential customers.
      I don’t think they will trade CT in for someone less appealing or relevant.

  9. Bubulle says:

    I think you nailed it, they obviously want a younger fresher face.

  10. Bianca says:

    Dior, I know this is going to sound out there, but how about picking an actual French woman for your ads? I know, absurd, right?

  11. mkyarwood says:

    God, Scarlet has noooooooooooooooo talent at anything. She has naturally big boobs and probably has a good, uh, favor spectrum in the sack. She’s only around because she fits into a 50′s ‘glamour’ template.

  12. Gwen says:

    Charlize has been the face of J’dore for a very long time. It’s not unusual at all for a company to want to shake it up a bit for “freshness”. It’s has nothing to do with age IMO. I wish they’d go with someone else than Scarlett though. She’s also the face of another perfume, so she’s be a strange choice IMO.

  13. TG says:

    I think both of these women are interesting but I agree Charlize is great in the Dior ads and I like watching them. As someone said above I don’t know quite why but I find Scatlett very sexy and I retesting to watch but I agree she isn’t Dior material. I love these are ticked from the rag mags they are so childishly written and so funny.

  14. Jackie Jormp Jomp (formerly Zelda) says:

    I just don’t find Scarlet J attractive.

    And when she opens her mouth to speak, she makes talking look difficult, somehow…

  15. Anna says:

    I feel like this rivalry is perfect fodder for a Paris-set Woody Allen movie.

    Also, isnt Nicole Kidman still with Dior? I think she is perfect for the brand.

  16. Mayday says:

    okay im no marketing wizard, but I did take marketing in college and I really can’t see them picking a girl so similar to their previous model (they dont look that much alike, I know, but from a magazine ad standpoint, they kinda do) I call BS.

  17. wonderwoman21 says:

    Ugh, you can’t compare the two. Charlize’s face is elegant and harmonious, truly beautiful. Scarlett’s face is a whole lot of photoshop to resemble Marilyn and how she wants to be perceived, so overrated.

  18. bns says:

    How about Dior get rid of both of them and give the campaign to an actual model.

  19. Kiddo says:

    Isn’t the Theron commercial, that they run at Christmas, several years old already anyway? It looks the same, so it’s not as if she’s about to age in it. On the other hand, ScarJo is young, but isn’t a kid either. If they switch because they want a face of youth, shouldn’t they go much younger than both of these women?

  20. mercy says:

    Enquirer and Star are owned by the same corporation? You learn something new every day. If that’s the case, I wouldn’t worry, Charlize fans. The Star has long been printing favourable ‘everyone is jealous of Scarlett’-type stories. I would not be surprised if someone’s PR has been pushing a ‘She’s so French’ angle, and the Enquirer turned it into their staple older woman vs. younger woman story.

    Charlize is still a fresh face in my book. She looks pretty without a lot of makeup or fussy hair. She’s tall and regal, and a good actress. Dior would be crazy to let her go.

  21. MissMoody says:

    ” Her ad campaigns – which are numerous because she would be the “face” of just about anything..”
    To be fair to ScarJo, I’ve always felt that she’s made some of the better decisions when it comes to celebrity brand endorsements. I do tend to associate her with a certain level of … luxury perhaps? She’s not downmarket basically. Or so I’ve been led to believe

  22. d says:

    Age, definitely. Although Theron is the better model by far. I do think though they should update their ad campaign with Theron. They need to come up with some interesting, but classy themes, maybe with a wee bit of an edge. Black and white, rainy scenes, muted but natural elegance, mystery, hints of a passionate lover somewhere in the background. Or do some short film noir stuff. Theron could knock it right out of the ballpark.

    • liz says:

      this is good.

      she deserves a quality campaign like this. she has the right presence, depth and mystery to pull it off.

    • Carolyn says:

      I too agree. The J’Adore ad with the CGI images of dead movie stars is confusing….doesn’t Dior realise a huge portion of their target market don’t relate to or aspire to be movie stars from the 30′s – 50′s?

      Charlize is a great fit for the brand because she actually looks like a model, not just a celebrity face shilling for yet another mega pay day.

  23. Nessa says:

    Charlize >>>>> ScarJo. Always and forever.

  24. kim says:

    I love how dior turns trailer trash actresses into glamerous, sophisticated, inspirational ladies. Keep it up! :-)

  25. Mandy says:

    Please. Charlize OWNS. This will be a huge mistake.

  26. ParisPucker says:

    slow news day. don’t buy any of this.

  27. Thora says:

    I’ll happily read any story about Charlize that doesn’t involve her dating that misogynist pig Seth Macfarlane.

  28. Bridget says:

    I’d think they’d be more likely to replace Natalie Portman, considering that Miss Dior Cherie is supposed to skew younger.

  29. mimi says:

    This has to be a joke. Charlize is the best celebrity brand ambassador out there. She is more Dior than all the other actresses. When her commercials air people stop in their tracks. The idea that she’s not french enough is dumb I agree. If it’s because of age, well she’s not even 40 yet. Any 22 year old would die to look like Charlize. This sounds like crap. Did Scalrett’s reps spread this story? When I think Dior, I think Charlize. She makes Scarlett look like a plain version of her with boobs. This would be a big mistake.

  30. moon says:

    How is switching to ScarJo going to make them relevant? ScarJo’s career is on the downhill, fast. Dior should just stick to JLaw and Marion Cotillard. Marion is classic, French, glamorous. JLaw isn’t a great model but she’s being hyped as the next Meryl Streep and one of the biggest, talented actresses out there so Dior had the foresight to snap her up.

  31. lady_luck says:

    It would actually be a TERRIBLE mistake if they ever replaced Charlize with a younger model. I think Dior would lose credibility as they would appear shallow and ageist. It would also be a huge mistake because Charlize is iconic, and does the brand justice in her popularity as the ultimate poster model for the brand. She is both popular with women and men, the young and old and that is important when choosing a figure to represent you. That famous “power strut” only comes from years of wisdom and confidence – something the younger women rarely have. Her maturity is actually her strength.