PARIS — In the ever more competitive fragrance industry jungle, Dior Sauvage men’s scent ranks first among all fragrances — masculine and feminine combined — 10 years after its launch.

It is the only men’s scent to make that claim. Currently, one bottle is snapped up every 30 seconds and more than 12 million of those are rung up yearly.

“It’s by far the world’s bestselling item today in the fragrance business,” said Véronique Courtois, chief executive officer of Parfums Christian Dior .

Sauvage has held that pole position annually since 2021. “It’s not only the number one men’s fragrance sold in the world,” she underlined. “It’s the number-one fragrance sold in the world.”

There’s no specific formula to creating a fragrance hit. But various elements might have contributed to

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