PARIS — Parfums Christian Dior is poised to introduce new versions of its Diorskin Forever foundation and J’adore eau de toilette.
Forever, which was launched in 2007 and is today considered a pillar of Dior’s face care business, will be backed by advertising featuring Natalie Portman. Mert Alas and Marcus Piggott photographed the actress for the campaign.
When the new iteration of Forever hits shelves in Asia in mid-August and the rest of the world in September, the long-lasting foundation will be infused with an essence containing a delivery system billed to identify and treat skin’s various needs. Its formula includes a duo of encapsulated, targeted regulating agents to rebalance various parts of skin: hydrating spheres, made of acacia gum and algae extracts, and mattifying spheres of collagen infused with a zinc derivative.
“When you apply the makeup, it will behave differently according to the area,” explained Edouard Mauvais-Jarvis, Dior’s scientific communication director. He said skin generally is like a patchwork of oily and dry parts (that are not the best conditions for optimal foundation wear) and more “normal” sections.
Forever’s hydrating spheres merge with dry areas of skin’s surface to allow in moisturizing elements.
“In these areas there is no sebum, so the mattifying spheres stay intact,” continued Mauvais-Jarvis, adding it’s vice versa for skin’s oily parts, where the mattifying spheres merge with sebum.
Forever’s formula also contains mallow extract to homogenize epidermis renewal plus coated pigments for an even finish and better color staying power. Forever has an immediate effect and also long-term treatment benefits, according to Mauvais-Jarvis.
He said the product opens the door to a new generation of makeup foundation, which is like a second skin rather than a mask.
“If you put skin care to the service of makeup, to the service of makeup results, you end up with what we call ‘fusion wear,’” explained Mauvais-Jarvis.
In the U.S., the 30-ml. fluid foundation will cost $46 and the powder compact is to sell for $48.
Dior executives would not discuss sales projections, but industry sources estimate Diorskin Forever Flawless Perfection Fusion Wear Makeup will generate retail sales of $5 million in North America this year. There will be 10 compact shades and 12 fluid shades, all with SPF 25, sold on the continent at launch.
Sept. 4 marks the worldwide rollout of the reworked J’adore edt, backed by an advertising campaign starring Charlize Theron in the Château de Versailles’ Hall of Mirrors. The ad’s print version was photographed by Patrick Demarchelier and the film, including a 90-second spot primarily destined for TV, was lensed by Jean-Jacques Annaud.
The new J’adore edt juice contains a higher quality and quantity of orange blossom (from Tunisia) than its predecessor. François Demachy, senior vice president of olfactory development for perfumes at Dior’s parent company, LVMH Moët Hennessy Louis Vuitton, created the juice that also has notes of yellow mandarin, Damascus rose, ylang-ylang, jasmine sambac and vanilla.
J’adore last year ranked first among women’s fragrance brands in Italy, second in France, third in China, and sixth in the U.K. and Spain, according to The NPD Group.
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