Dior is giving its venerable Addict franchise a new lease on life this spring with its newest lip product, Dior Addict Fluid Stick.
This story first appeared in the March 28, 2014 issue of WWD. Subscribe Today.
“Fluid Stick is the first of a planned revamp of the Dior Addict franchise,” said Terry Darland, president of Parfums Christian Dior North America, adding that Dior Addict It-Lash Mascara will launch in June, with other projects to follow.
Lisa Hawkins, senior vice president of marketing, education and events for Parfums Christian Dior North America, noted that traditionally the Addict franchise — which includes both color cosmetics and fragrance — has attracted a younger consumer, with the sweet spot in the 18- to 30-year-old demographic.
Billed as a cross between a gloss and a lipstick, Fluid Stick’s formula combines wax-free pigments with water and glycerol for a true, intense, long-lasting color, said Hawkins. “Traditionally, lip glosses are made of color pigments mixed with oil. Our formula mixes the pigments with water and other ingredients.”
“This formula delivers the color payoff and lasting power of a lipstick, but with the shine and weightless sensation of a gloss,” Hawkins said. Lips are continuously moisturized with a blend of water and glycerol, she added.
Packaging has a trompe l’oeil factor. While the transparent base of the tube appears to show a lipstick bullet, when the top is removed, a wand-shaped applicator is revealed.
Advertising, shot by Steven Meisel and featuring Sasha Luss, will begin breaking in May, noted Hawkins.
Seventeen shades, each priced $35, will be offered. One shade will be sold only in Sephora, while the others will be sold in all doors, currently about 825 department and specialty store doors in the U.S. for Dior’s color cosmetics.
After a monthlong exclusive at Macy’s in April and a visual week there the week of April 23, the new collection will roll out to all doors in May. “Macy’s has a huge lip business, so it made sense to begin there,” said Darland, noting that Dior is currently ranking number eight in the total lip category. “We’d like to move up to number six, and we firmly believe this will get us there.” In June, said Darland, it will be featured in Sephora’s “Hot Now” displays.
Additional promotional efforts will include a digital campaign on Facebook and Twitter, as well as in-store visuals and samples.
While executives declined comment on projected sales, industry sources estimated that Fluid Stick would do about $4 million at retail in the U.S. during its first year on counter.