NEW YORK — Bernard Potier, president and chief executive officer of Dior’s U.S. beauty operations, is planning to juice up the brand’s flavoring in the U.S. this fall with a lineup of new offerings, including a new fragrance designed to appeal to American men.

Higher Energy, the new juice (see related story, this page), is not a flanker to the original Higher scent, which launched here in September 2001, emphasized Potier. “Higher Energy is a completely new franchise for us, and one that we see as a very U.S.-friendly launch,” he said. “It’s a fresh scent, but not a sport scent — it’s about having energy. We have very high hopes for this fragrance.” Also, he noted, the men’s launch pad in the U.S. is less crowded than its female counterpart. “Even if the market is depressed, we think we can make a hit of this,” he said.

Stacy Tenenbaum, vice president of marketing for Dior beauty in the U.S., noted Higher Energy is intended to broaden Dior’s fragrance reach in the U.S. market. “Our strategy was to create a product that is even more accessible to U.S. male consumers,” she said. “We want to bring a little Energy to the men’s fragrance bar.”

Higher Energy will be available in the brand’s 2,200 U.S. department and specialty store fragrance doors in September. While neither Potier not Tenenbaum would comment on numbers, industry sources estimated the new fragrance brand would do upward of $12 million at retail in its first year on counter in the U.S. and about $6 million would be spent on advertising and promotion for the scent in the U.S.

In the U.S., national advertising for the scent will break in November magazines —?a mix of men’s and women’s titles, noted Tenenbaum. As well, extensive sampling, designed to deliver upward of 20 million scented impressions, will break here at launch.

Potier also believes that American consumers will react positively to the brand’s complete overhaul of skin care and color cosmetics packaging, which will be finished by yearend, said Potier. “This has been a year in which we have rebalanced our portfolio in beauty,” he added. “Also, we have relied on our couture heritage in redesigning our existing packaging and looking forward for packaging for new items.”The new makeup compacts are navy blue with gold accents and rounded edges, while the old packaging was squared-off royal blue compacts with gold lettering. Seasonal collections for fall rely heavily on Galliano-inspired chic — for instance, Dior Twist, a series of four trio palettes for $45 each, which feature a corseted outer cover. Another fashion-inspired product, Dior Sparkling Lip Palette, is a golden metal compact with a diamanté Dior logo available in two shade ranges. Available in November at Sephora and Bloomingdale’s only, the palettes retail for $39.50 each. Another backstage-inspired product, DiorShow Mascara, joins the permanent Dior lineup in September. It is available in three shades at $22 each.

“Going forward, you’ll see color cosmetics fall into two categories,” Tenenbaum said. “Those that are couture inspired, and those that fall into the heritage-classic collection.”

Dior also will expand its skin care reach this fall. Two new products in the existing Dior Prestige line will be available exclusively at Saks Fifth Avenue doors in November — Prestige Revitalizing Essence, a 1-oz. serum that will be packaged with eight mini sachets, $170, and Prestige Revitalizing Mask, $110 for 10 masks. In broader distribution will be the new Capture Lip Contour Wrinkle Creme, $32 for 0.5 oz.; Energy Move Skin Illuminating Moisturizer, $45 for 1.7 oz., and Nutri-Move Deep Comfort Moisturizer, $45 for 1.7 oz.

As well, an eau de toilette version of J’Adore will be on counter in December, with a 1.7-oz. bottle retailing for $49.50 and a 3.4-oz. size retailing for $68. Dior Addict also will unleash two new ancillaries — a perfumed body creme, $65 for 5 oz., and a moisturizing perfumed shower gel, $22 for 6.8 oz.

The brand’s makeup offerings are available in 750 department and specialty store doors in the U.S. — except for limited editions, as noted —?and its fragrances are available in 2,200 department and specialty store doors in the U.S.

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