Syncly Social Index
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Fragrance
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Dior Miss Dior on video, September 2026
Miss Dior was in 215 short videos in September 2026, up from 139 in August, a 35% rise in share of beauty video. The relaunched Miss Dior Eau de Parfum drove it, with paid 'what would you do for love?' stories running across Europe. Organic reactions in the sample were mostly warm, and complaints were rare.
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Key numbers
215
short-form videos mentioned it this month
change in share of beauty videos vs. last month
24%
of sampled videos mention it without a caption tag
57%
of sampled organic videos are positive
Most-viewed videos about Miss Dior
The most-viewed short-form videos mentioning the product this month.
Share of beauty videos mentioning Miss Dior
Monthly share of short-form beauty videos that mention the product, June to September 2026.
What videos say about Miss Dior
Most September videos are about the new Miss Dior Eau de Parfum. Dior's own film has Natalie Portman walking through the notes: rose, vanilla, tonka and milky sandalwood. Creators repeat that list and frame it as a love story, from a GRWM about meeting her partner to a story about a school crush. A Sephora France creator who has worn Miss Dior for 10 years compares the EDP with the new Parfum, and an Indonesian seller calls the 2026 EDP creamier and richer than Blooming Bouquet.
Other flankers appear too: Blooming Bouquet in a notes POV video and a night routine, and Miss Dior Essence first on a list of the strongest new releases. The brand's history also travels: one short explains the scent is named after Catherine Dior.
How creators open their videos
Top keywords
What people like
The words that repeat are romantic, rose and feminine. One creator says it is 'feminine, but not in an obvious floral way', and another says the vanilla and rose take her back to meeting her boyfriend. A Portuguese list of scents men compliment calls Blooming Bouquet 'delicate and feminine for every day', and a creator restarting her collection says she would buy Miss Dior 'over and over' for the compliments. Gifted creators also praised the new interchangeable bows.
Praise themes
What people complain about
Complaints were few. Only one sampled video raised a performance issue: a compliments-per-spray ranking says the EDP needs about 20 sprays and lasts about 7 hours. In a women's perfume bracket, Miss Dior lost to Zadig & Voltaire This Is Her!, which the creator calls a hidden gem. Keep in mind that 13 of 50 sampled videos were paid or gifted, which tilts the tone positive.
Complaint themes
Alternatives and dupes
Dupe talk is thin for Miss Dior. An Arabic seller pitches a Miss Dior-inspired 50 ml copy, and a video of luxury scents by occasion lists cheaper Arabic alternatives next to it. Most comparisons are inside the line, Blooming Bouquet versus the new EDP. The one direct loss was the bracket match against This Is Her!.
Products named as alternatives
Where and who
Instagram Reels carried 41% of September Miss Dior videos, YouTube Shorts 31% and TikTok 28%. Only 4% passed 100,000 views. The top 10 accounts made 14% of videos, led by affiliate creator Trish Trinh (holiday gift sets) and Dior's own account. In the sample, 13 of 50 videos were sponsored or gifted, mostly the 'what would you do for love?' campaign. Among unsponsored videos, 57% were positive. The product name was in the caption or hashtags of 76% of sampled videos.
Platforms
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Frequently asked questions
See how your products perform on video
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.