Dior is putting greater focus on its Miss Dior Chérie fragrance with new print advertising, starring Lily Donaldson
Leading French house Dior displayed a host of new beauty products for the first semester of 2008 at the TFWA World Exhibition in Cannes, playing to its strengths in fragrance, make-up and skincare.
Fragrances
J’adore: The bath line will be relaunched in the first semester with additional skincare benefits. A 15ml purse spray with two refills will also be introduced.
Miss Dior Chérie: Dior is set to put greater focus on this fragrance with new print advertising. The company believes the line has greater potential than its current performance ranking suggests. A spring limited edition called Eau de Printemps will be launched in white and silver packaging with a bow on the lid. Lily Donaldson is the face of the fragrance in the ad visuals.
Dior Addict Shine: A worldwide roll-out will take place in April 2008 supported by a set of four 5ml fragrance miniatures
Midnight Poison: The new fragrance has shot to number 6 in the French market, boosted by extensive media advertising starring Eva Green. A collector’s edition of three Poison fragrances Midnight Poison, Pure Poison and Hypnotic Poison (40ml) will be available in February 2008. The packaging will be inspired by snuff bottles. In addition, “What’s your Poison?” is the name of a miniature set of four 5ml fragrances.
Make-up
One of the highlights of the make-up products on display was Dior Addict High Shine Lipstick. The product is described as sheer with a long-lasting effect. A new media campaign for Dior Addict with a new artistic vision will also make its debut.
DiorShow Black Out mascara has become Dior抯 biggest-selling make-up product, said Dior, and a waterproof version will be available in May 2008.
The new Spring Look will be based on Dior's romantic vision. The star product will be the all-over face powder Bloom in Dior palette.
The Spring Look will also include eyeshadows called Cinque Couleurs Iridescent, featuring a metallic wet finish.
Skincare Dior's top-selling anti-ageing product
Capture R60/80 will be relaunched as Capture R60/80 XP from January 2008. The line will include a day cream, a serum and an eye cream. The products will have a cosmetic effect and will give immediate results, said Dior. The range uses stem cell technology to increase the efficiency of the cream on the skin cells.
Other new items in the franchise will be Capture Totale Serum Foundation. This is an anti-ageing foundation, which is said to be a growing sector.
Dior's top-selling anti-ageing product Capture R60/80 will be relaunched as Capture R60/80 XP from January 2008. The line will include a day cream, a serum and an eye cream. The products will have a cosmetic effect and will give immediate results, said Dior. The range uses stem cell technology to increase the efficiency of the cream on the skin cells.
Other new items in the franchise will be Capture Totale Serum Foundation. This is an anti-ageing foundation, which is said to be a growing sector.
For the upscale L’Or de Vie range, a 15ml eye cream will be available from March 2008 with a high price point of ?190.
New in the Dior Collection Voyage travel retail exclusive collection will be two new Couture make-up palettes. The first is Diorissime, a palette inspired by the Diorissime fashion collection, containing a complete range of travel-sized make-up. The second is the Gaucho range of three different palettes: Lipstick, Eyeshadow and Lipgloss.
A skincare travel kit containing mini sizes will be presented in a white bag with a carry handle.
