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.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews