Syncly Social Index
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Fragrance
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Dior on video, September 2026
Dior fragrance fell to fifth on the Syncly Social Index for fragrance in September 2026, with a score of 53.9. Sentiment is in the bottom third of the panel: 42% of non-sponsored sampled videos were positive, and three of the five negative ones were Sauvage 'male manipulator' jokes. Miss Dior is the Dior scent named most often.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
This page covers Dior fragrance on video only. A video counts when it names Dior (or Miss Dior, Sauvage or J'adore) and uses both a perfume word and a scent word. Videos that only pair Dior with makeup are removed, which leaves 644 September videos. Untagged share is Dior's strongest component: 58% of sampled videos said or showed Dior without naming it in the caption, hashtags or handles, third in the panel. Creator breadth is also above the middle, with the top 10 creators making 7.9% of its videos.
Sentiment and reach hold it back. 42% of non-sponsored sampled videos were positive and 5 of 57 were negative, ninth of 10 on positive rate. 4.8% of its videos passed 100k views, seventh in the panel. Dior holds 9.2% of fragrance-panel mentions, fifth of 10, and its share of beauty video grew 13% from August.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Dior videos
The most-viewed videos mentioning the brand this month.
A month of Dior videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Dior videos are about
Sep 4 (33 videos), the busiest day: the top video was a list of 10 winter scents under $50 that pitched Rayhaan Obsidian as a cheaper Dior Homme Parfum (83K views, watch).
Sep 2 (32): a small incense-perfume review credited the perfumer of Dior Fahrenheit (41K, watch).
Sep 8 (30): paid creators in France launched the new Miss Dior Eau de Parfum with a 'what would you do for love' theme (142K, watch). The day's most-viewed match was a French Sol de Janeiro review that only matched on 'j'adore' (I love), so we skipped it (watch). Daily volume ranged from 13 to 33.
Miss Dior is the Dior fragrance named most often, in 215 September videos, and its share rose 35% from August. Sauvage follows with 195, a count that includes some French uses of 'sauvage' (wild), and its share slipped 4%. Dior Homme appears in 104 videos, and the Poison, Fahrenheit and La Collection Privée lines together in 45. Scent terms lead the keyword list: vanilla (124 videos), fresh (85), floral (74) and rose (69). Dior's own account posted a 657K-view film of Francis Kurkdjian describing Jasmin des Anges (watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Miss Dior | 215 | +35% |
Sauvage | 195 | −4.3% |
Dior Homme | 104 | |
Other lines (Poison, Fahrenheit, La Collection Privée, Gris Dior, Oud Ispahan) | 45 | |
J'adore | 22 |
Top keywords
Top hashtags
Where and who
Instagram Reels carries 39% of Dior fragrance videos, YouTube Shorts 34% and TikTok 27%. Paid content is rare on TikTok: 14 of 175 videos carried the paid-partnership flag, and organic TikToks passed 100k views more often (10.6% vs 7.1%). Fragrance reviewers lead the creator list, with @fragranceflan (8 videos) and @topfrag.official (7) the most active. The official @diorbeauty account posted 4. YSL is the brand most often named alongside Dior, in 117 videos (18%), followed by Chanel (88) and Armani (71).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
58% of sampled Dior videos never named the brand in text. The top example is a 1.3M-view visit to a Pakistan perfume shop, where the creator asks for Dior Sauvage out loud and buys a $2 copy (watch). In a 707K-view tier list, a reviewer calls Dior Sauvage 'easy A tier' with no Dior tag (watch). Three of the five negative sampled videos were Sauvage jokes from the 'male manipulator' trend: a 425K-view fragrance tour (watch) and two reactions to it (watch, watch).
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Brands mentioned alongside Dior
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.