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.Makeup artist Dubroff was especially enthusiastic about Dior’s new counter at Macy’s, noting that its position by the 34th Street windows on the store’s main floor provides the most coveted variable at counter: natural light. “You’re always told to judge cosmetics colors in natural light, yet in most stores the only way to do it is to go outside and look in a mirror,” said Dubroff. “Here at Macy’s, we’re able to see immediately if colors work for consumers in natural light.”
The brand also introduced Dior’s new makeup artist team, dubbed the Dior Show Stoppers, to the public at the Herald Square counter unveiling. Dubroff and Dior’s senior executives handpicked the 10 artists, who each will travel within specific U.S. regions. The artists will support Dubroff on her visits to the stores, but are also intended to add excitement to day-to-day business at the counters, said Dubroff. “They’re on the road five days a week,” said Dubroff of her artists. “I’m amazed at their schedules. They’re going to be living in hotels.”
Not that Dubroff is a slouch when it comes to crazy schedules. In addition to her role at Dior — which also includes input on upcoming Dior products — Dubroff is herself an in-demand celebrity and editorial makeup artist who regularly creates red-carpet looks for actresses such as Gwyneth Paltrow, Liv Tyler and Naomi Watts.
As well, Dubroff has filmed a training video that will be distributed to Dior’s beauty consultants across the U.S. as an educational tool. Topics include how to adapt red-carpet looks to consumers at counter and how to use products in unconventional ways — for instance, using lip gloss as a cheek color.
“I’m so excited to be working on this brand,” said Dubroff. “It’s as chic as the people I work on.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty