Dior’s year-and-a-half-old One Essential franchise — a detoxifying subbrand of its Capture Totale skin care line — is adding a new eye product this fall, aimed at expanding a growing share of public appetite for brighter, clearer skin.
This story first appeared in the July 29, 2011 issue of WWD. Subscribe Today.
In September, the brand will launch Capture Totale Eyes Essential serum, being billed as the brand’s first eye zone skin booster. A second sku will follow in January. Both are intended to detoxify skin and thereby enhance the performance of other skin care products.
“Twenty years ago, people wanted to look tan,” said Terry Darland, president of North America for Christian Dior Perfumes LLC. “Now, people are getting their tans from a bottle or a bronzer, and there’s a big emphasis on brighter, clearer, more luminous skin. I’ve especially seen a rise in this trend within the last two years, and it continues to go more mainstream.” Darland credits the movement to increased education, both about the dangers of excessive sun exposure and the importance of a multiproduct routine.
Eyes Essential is designed to be used under an eye cream and is also designed to reinforce the eye contour to protect against the first signs of aging and diminish dark circles and puffiness, she said.
The item is powered by Dior’s proprietary Dior One Essential technology, which is said to boost proteasome, an enyzmatic system said to be in charge of cellular recycling, explained Darland. The proteasome is stimulated to free the skin of toxins, release amino acids and promote cell synthesis. “When stimulated in the eye area, it is able to preserve the eyes’ youthfulness and effectively prevent and correct signs of fatigue,” said Darland.
Eyes Essential will be on counter in September in about 820 U.S. department and specialty store doors, including Sephora, Macy’s, Nordstrom, Saks Fifth Avenue, Neiman Marcus, Lord & Taylor and Dillard’s. It will retail for $70 for 0.5 oz.
The entire Capture Totale franchise will be supported with a new advertising campaign featuring Sharon Stone, shot by Alexi Lubomirski. Outside the U.S., it is expected to begin running in September fashion, beauty and lifestyle magazines. The image is expected to be used in-store only in the U.S.
While Darland declined to discuss sales projections, industry sources estimated that the One Essential subbrand — including Eyes Essential, a new addition coming in January, and Dior’s One Essential Serum, launched in January 2010 — could generate retail sales of about $5 million in the U.S. in the next 12 months.