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...
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.
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