Reports suggest the French president uses excessive amounts of cologne.
Emmanuel Macron is said to use a generous amount of expensive fragrance, according to excerpts from a new book about him.
In “The Tragedy of the Élysée: Inside the Hell of Macron’s Five-Year Terms,” journalist Olivier Beaumont of Le Parisien claims Macron applies “industrial” quantities of cologne daily.
Macron is particularly fond of Dior Eau Sauvage, and the book notes that “a bottle [is] always to hand, particularly in one of the drawers of his desk.”
Beaumont writes, as cited by The Telegraph, that “Less-accustomed visitors might be overwhelmed by the refined yet potent floral and musky scent, a clear indication of the president’s presence.”
The book draws a parallel, stating that “Just as Louis XIV used perfumes to project power while moving through Versailles, Emmanuel Macron uses his fragrance as an element of authority at the Élysée.”
Beaumont quotes a former Macron aide who said, “You know when Emmanuel Macron enters a room.” The aide likened the president’s cologne use to “marking his territory.”
The aide is quoted as saying, “It’s not subtle, but it makes a statement: ‘I’m here, take notice!'” The aide added, “So much so that staff members joked about the common saying: ‘It smells like the president.’”
The book also reportedly quotes Bruno Roger-Petit, Macron’s former spokesman, who stated, “Just entering the Vestibule d’honneur [the main entrance to the Élysée Palace] is enough to tell if he has been around recently.”
Dior is owned by Bernard Arnault, reportedly a close associate of Macron and the wealthiest person in Europe. Last year, Macron awarded Arnault the Grand Cross of the Legion of Honor, France’s highest distinction.
Macron, first elected in 2017 and re-elected in 2022, has often had his PR emphasize his youthfulness and athleticism. During campaign events, he posed with boxing gloves, and in 2024, his office released photos of him hitting a punching bag.