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Dior Installs New Counter Design

NEW YORK — Christian Dior’s cosmetics counter at Bloomingdale’s flagship here has gotten a facelift. <br><br>The new concept, which is being unveiled now, will be rolled out to 10 additional Dior counters nationwide by yearend 2003,...

NEW YORK — Christian Dior’s cosmetics counter at Bloomingdale’s flagship here has gotten a facelift.

This story first appeared in the November 8, 2002 issue of WWD.  Subscribe Today.

The new concept, which is being unveiled now, will be rolled out to 10 additional Dior counters nationwide by yearend 2003, said Reed Strobl, senior vice president of sales for Christian Dior’s beauty business.

“The new Silver Edition design and improved location, with more frontage on Broadway, are propelling Dior’s sales by 20 percent,” said Strobl. “Sales are also being boosted by our very successful newest fragrance, Dior Addict, which already ranks in the top 10.”

The 600-square-foot space, across the aisle from Dior’s former setup, echoes that of the Dior apparel boutiques. The silver counter is a combination of brushed aluminum, nickled brass and pearlized surfaces.

Two large screens will change with the seasons to feature Dior’s latest beauty visuals, while play stations are strategically placed to allow consumers to experiment with the newest colors.

“It’s an ideal environment for Dior’s service-oriented philosophy — allowing our beauty consultants and makeup artists to give customers intense, personalized attention on skin care or makeup in a less exposed, more comfortable setting,” said Strobl.