PARIS — Parfums Christian Dior hopes to pump up its energy level this fall with a new men’s fragrance — Higher Energy —plus a spate of makeup introductions.
The LVMH Moët Hennessy Louis Vuitton-owned brand will launch the scent globally this September, two years after it came out with Higher Dior for men.
“We think the best way to address men today is through the Higher [concept],” explained Marguerite Ranjard, international group manager for men’s fragrances at Parfums Christian Dior.
While both fragrances are meant to target the 25- to 35-year-old modern urban male, Higher Energy’s core consumer is expected to be more extroverted than its predecessor’s.
Similar, yet different, Ranjard said the scents are “like two brothers.”
Both Higher Energy and Higher Dior’s bottles are tall and columnar. Yet, while Higher’s flacon features a sheath of gray metal, white glass and soft-touch white plastic, Higher Energy’s bottle is clear glass and is topped with a silver cap.
Higher Dior’s juice is a fresh aromatic, whereas Higher Energy’s is comprised of fresh, woody and spicy accords — at once fresh and sensual, according to Ranjard.
Concocted by Givaudan’s Nathalie Gracia-Cetto and Carlos Vinals, Higher Energy’s pale fluorescent-green juice contains top notes of juniper, absinthe and grapefruit; heart notes of nutmeg, pepper and incense, and a drydown of light musk, vetiver and sandalwood.
Dior Homme’s artistic director and recently named artistic director for Dior men’s fragrances, Hedi Slimane, oversaw the advertising for Higher Energy. The campaign was recently shot by Bruce Weber.
While Ranjard refused to talk numbers, industry sources estimate Higher Energy could generate $33.6 million to $44.8 million (30 million to 40 million euros) in wholesale sales worldwide in its first year.
The collection includes a 1.7-oz. eau de toilette spray for $38 and a 3.4-oz. edt spray for $52. There will also be a 2.2-oz. deodorant for $15, a 6.8-oz. hair and body shampoo for $22, a 3.4-oz. aftershave balm for $38 and a 3.4-oz. aftershave lotion for $38. Prices are for the U.S.Higher Energy’s sampling campaign will include scent strips and Sophisticates.
On other beauty fronts, Dior is in high gear, as well. This fall, it plans to launch curvilinear navy compacts to replace the older, more linear, royal blue packaging. The name Dior will appear on the new compacts — rather than Christian Dior in full.
Among the new product entrants will be:
Powder Mono Eyeshadow, this August. The single-shade compacts will be available in 16 hues and sell for $24 (21.56 euros) each in France, $22 in the U.S.
Dior Twist, the brand’s seasonal star product, at the end of August. The palettes — two for eyes and two for lips — are garnished with corset-like lacing à la John Galliano’s fashion and will sell for $50.40 (44.99 euros) each in France, $45 in the U.S.
A renamed and repackaged lipstick line with 10 new shades this September. Dior’s calling the 40-unit collection Dior Rouge. Each lipstick will go for $23 (20.56 euros), in France, $22 in the U.S.
Dollar prices for France have been converted from the euro at current exchange.
The lipstick’s hexagonal tubes have pearly navy and metallic blue facets plus gold edging — replacing the former blue-and-navy packaging.
Four additions to its DiorSkin foundation line in October. DiorSkin Eclat Satin, a 30-ml. fluid, and DiorSkin Eclat Doux, a 10-gram crème compact, targeting dry and sensitive skin. They will retail for $38.60 and $41.90 (34.42 euros and 37.37 euros), respectively. In the U.S., they will retail for $38.50 apiece.
At the same time, the Dior Light powders will be renamed DiorSkin.
Two versions of Dior Sparkling Lip Palette for the holidays. It comes in a gold-colored metal compact with a diamante Dior logo. In the U.S., the compacts will be available exclusively at Sephora and Bloomingdale's. Each will retail for $39.50.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion