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Dior Adds Energy to Men’s Range

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.<br><br>The LVMH Moët Hennessy Louis Vuitton-owned brand will...

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.

This story first appeared in the July 18, 2003 issue of WWD.  Subscribe Today.

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.