Appeared In
Special Issue
WWDStyle issue 02/25/2011

PARIS — One decade after the launch of Dior Addict lipstick, a new collection — with the same moniker — is coming out.

This story first appeared in the February 25, 2011 issue of WWD. Subscribe Today.

The line was presented at an international press event held here in early February by LVMH Moët Hennessy Louis Vuitton-owned Christian Dior Parfums, whose executive declined to be quoted by name.

Kate Moss stars in Dior Addict’s advertising campaign. David Sims photographed the print image coming in single and double pages, and Jonas Akerlund shot the video clip. For TV, there’s a 30-second spot.

The 44-color Dior Addict line is billed as offering the widest shade range on the lipstick market. Reformulated, the products contain 25 percent less wax than traditional lipstick and include “Mirror Jelly,” a gel created with polymers and oils. Mirror Jelly is said to heighten light reflection and therefore allow for a “spectacular shine.” Although the product only leaves a thin film on the lips, Mirror Jelly purportedly allows for “plumping hydration.”

There are also five new Dior Vernis nail polish shades and a smoky topcoat, whose prices in France will be 20.51 euros each and 19.51 euros, respectively, or $28.28 and $26.90 at current exchange. Each lipstick is to be 28.42 euros, or $39.19, in France.

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Dior Addict was pre-launched on Feb. 15 at Sephora in the U.S. and Canada before a full rollout there on April 1. Japan started selling the collection on Feb. 16, prior to an Asia-wide launch starting March 1. That’s when Latin America is to begin selling Dior Addict, as well.

The collection will hit shelves in Spain and Denmark on Feb. 28 and then debut elsewhere in Europe.

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