PARIS — Parfums Christian Dior is set to launch this fall its next generation of Nude foundation, whose evolution is billed to be in line with the current fashion trends.
This story first appeared in the April 13, 2012 issue of WWD. Subscribe Today.
“We see different ways of wearing nude, and in the latest fashion show, the skin — like the dresses — flashes with color,” said Simona Cattaneo, business director of the LVMH Moët Hennessy Louis Vuitton-owned brand’s makeup unit. “This is what we call the new nude.”
The introduction of Diorskin Nude foundation comes three years following the initial launch of the franchise, whose product formula contains mineralized water said to have skin care benefits and allow for a light texture and transparency.
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“We have pushed all these assets forward one step by enriching this mineralized water with 100 percent floral water,” explained Edouard Mauvais-Jarvis, Parfums Christian Dior’s scientific communication director, adding it’s made of three flower extracts: hibiscus, jisten and mallow. The combination is intended to moisturize skin and help its glow, elasticity, softness and homogeneity.
The foundation formula also includes “nude glow” pigments with transparent qualities thanks to a glass coating, a new red pigment, “skin-matching” shades and photosensitivity, so hues remain stable in all types of light. Its binding agent of natural origin blends completely into skin, according to company executives.
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Overall, there will be 17 shades of Diorskin Nude foundation, available as both a fluid and a powder.
The compact formula, which contains highly refined powders, can work like a foundation or powder, Dior executives said. In some markets, the line at launch will include a Nude Shimmer compact, plus there are to be four makeup brushes.
Diorskin Nude’s advertising campaign, photographed by Mario Sorrenti, stars Natalie Portman.
Meanwhile, Rouge Dior Nude lipstick has a lip care balm formula with active ingredients — for moisturizing and replumping — giving a sheer, luminous effect, according to company executives. It will be available in 10 colors. There are to be four new shades of Dior Vernis nail polish and a transparent lip liner, as well.
The fluid foundation is due out worldwide in September. In the U.S., a 30-ml. bottle will retail for $48.
Although Dior executives would not discuss projections, industry sources estimate the new Nude foundation and lipstick together will generate $5 million in retail sales during its first 12 months in the U.S.
In other company-related news, Dior announced the debut of its Makeup Designer Lab, created to come up with new textures, application methods and products, plus reveal trends.