Johnny Depp–Dior Deal, Marking the Biggest Men’s Fragrance Pact Ever
![LONDON, ENGLAND - JULY 13: Actor Johnny Depp arrives at the Royal Courts of Justice, Strand on July 13, 2020 in London, England. American actor Johnny Depp is taking News Group Newspapers, publishers of The Sun, to court over allegations that he was violent towards his ex-wife, Amber Heard, 34. (Photo by Dan Kitwood/Getty Images)](https://variety.com/wp-content/uploads/2023/05/GettyImages-1255874688.jpg?w=681&h=383&crop=1)
A source familiar with the fragrance industry says most A-listers with fragrance deals pull in around $2 million-$4 million per year like Chris Pine, whose deal with Armani is valued at $4 million a year over 3 years.
Since 2015, the “Pirates of the Caribbean” star has served as the face of Dior Sauvage, with an ad campaign that leaned into his image as a wild rocker. The company faced pressure to drop Depp after a U.K. court ruled against him in his 2020 libel suit against The Sun over its description of him as a “wife beater” with regards to Heard. But Depp’s image and marketability improved dramatically last year after he prevailed in a closely-watched defamation trial against Heard.
Depp’s new Dior deal coincides with a high-profile showing for him at the upcoming Cannes Film Festival, where he will be on hand for the May 16 world premiere of Maïwenn’s historical drama “Jeanne du Barry,” in which he plays King Louis XV. He is expected to attend a Dior dinner on May 17 before heading to London the following day for a Jeff Beck tribute, where he will perform alongside Eric Clapton and Rod Stewart. Sales will also kick off at the Cannes market for Depp’s first directorial effort in 25 years. The film, titled “Modi,” centers on the life of Italian artist Amedeo Modigliani (Riccardo Scamarcio) and features a cast that also includes Al Pacino. Sales outfit The Veterans is shopping “Modi,” which will shoot in the fall.