NEW YORK — Christian Dior Perfumes intends to inject some fashion zip into its U.S. makeup business.
The venerable French brand has just unveiled a sleek new counter design at Macy’s Herald Square, and at an event last week introduced its new national celebrity makeup artist, Pati Dubroff, and her team of 10 national makeup artists to the public.
“We felt that Dior had all this backstage heritage, both with its runway makeup and its credibility as a fashion brand,” said Terry Darland, senior vice president of sales and marketing for Dior. “We asked ourselves how we could bring all of that to the counters across the U.S. and establish Dior as a credible destination for color. Enter Pati — what we loved about her is that she can easily take fashion looks and translate them to the consumer level very quickly.”
The new Macy’s counter — a design dubbed “Cosmotics” by Dior management — features a large, runway-esque installation with large tables, as one might see in a backstage situation. Interactive sampling units are incorporated in abundance on the design. The installation is the first of its type in the U.S., and one of only six of its kind in the world, Darland said.
While the installation will be rolled out to only a handful of doors worldwide — with a maximum of 10 U.S. doors slated to get it — most U.S. doors can expect to be freshened up in the next year, noted Darland. Counters there will be redesigned, beginning in January, to accommodate updated end cases featuring black-blue, silver and reflective surfaces, as well as revamped product testers, said Darland. The brand currently has about 500 full-line beauty counters in U.S. department and specialty stores, and an additional 1,400 fragrance-only doors.
The design and the new makeup team are expected to underline goals that Darland and Pamela Baxter, president and chief executive officer of the Perfumes and Cosmetics Group of LVMH Moët Hennessy Louis Vuitton in the U.S., have for Dior: to revive the brand’s fates in U.S. department stores. Although neither would discuss sales figures, industry sources said that the counter design at Macy’s, for instance, could easily double the $1 million in retail sales that the brand is said to do at Herald Square yearly.
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