Dior Beauty is taking customers backstage.
The French beauty house will open a pop-up on Rodeo Drive from today to May 19 in celebration of its 2019 Dior Backstage Collection. The collection, which was launched in 2018 with a 40-shade foundation range and contour, highlight, eye and lip palettes, will release three new products in June: the Dior Backstage Face & Body Primer (a skin-care-like primer made of glycerine and shea butter), the Dior Backstage Glow Glitz Palette (a more intense version of its 2018 one) and the Dior Backstage Amber Neutrals Eye Palette.
Pop-up customers will be able to preview and purchase the products ahead of their launch. The 10-day pop-up will also include two events: one with beauty influencer Desi Perkins today and the other with celebrity makeup artist Daniel Martin — known for doing Meghan Markle’s wedding makeup with Dior’s Backstage Face & Body Foundation — on May 10. The events, which cost $45, include makeup tips from Perkins and Martin and a product from the collection.
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Launched last year, Dior’s Backstage Collection was designed to bring the professional experience of a fashion show’s backstage to the everyday consumer with easy-to-use products. “People are sometimes confused because they think it’s a professional line, which it isn’t,” said Dior Makeup creative and image director Peter Philips. “It’s a line of easy-to-wear, easy-to-apply products taught through and using our expertise and experience from the backstage.”
Philips explained that the collection is meant to provide customers with basic, “no-brainer” essentials, while still maintaining that pro makeup quality. “All the colors can be combined. You can’t make any mistakes,” Philips said. “It’s like, ‘Make your own bathroom, make your own little corner with a mirror into your own backstage.”
He continued, “This is a beautifying line for women who want to be beautiful without the need of a tutorial. It’s no-brainer makeup.”