PARIS — The claim’s in the name for Dreamskin, Parfums Christian Dior’s newest skin-care product.
This story first appeared in the November 22, 2013 issue of WWD. Subscribe Today.
The product is about texture and tone, whatever the age or skin type, according Edouard Mauvais-Jarvis, scientific communications director at Dior.
Dreamskin acts on two levels, with optical ingredients — including mineral biomimetic powders, such as mica platelets and hollow silica microspheres — and biological properties — like extracts of longoza and opilia.
“This will help us reconcile what cannot be reconciled, with a surface action and immediate results, and also lasting and deep efficacy,” said Mauvais-Jarvis.
The mineral powders are said to be able to reproduce the epidermis’ optical properties so skin can regain its “perfection.”
Longoza and opilia were culled from the Dior Gardens, in Madagascar and Burkina Faso, respectively, which are used for growing flowers chosen for their properties.
Longoza extract purportedly targets skin’s stem cells to help fight wrinkles, plus skin’s loss of firmness and dullness, while the extract of opilia durably helps reduce dark spots, redness and dilated pores.
“By associating these two expertise, we can bring about a universal response to a universal problem that women need,” said Mauvais-Jarvis.
Dior polled 800 women about treatment for perfect skin and also used the results of an eye-tracking study to help conceive Dreamskin.
The product is billed to be “the first global age-defying perfect skin creator” — resulting in firmer, plumper, smoother and more radiant skin. Dreamskin is untinted, gives a matt finish and can be applied on its own or after a skin-care regimen in the morning and/or night.
Olivier Hann, skin-care marketing manager at Dior, said skin is “transformed” after the first application of Dreamskin.
It’s part of Dior’s Capture Totale line of skin-care and makeup products. Patrick Demarchelier photographed Dreamskin’s advertising campaign featuring Eva Herzigova.
The product is due out in January 2014 worldwide except in China, where it will be launched in 2015.
In the U.S., a 30-ml. bottle is to retail for $110.
While Dior executives would not discuss projections, industry sources estimate Dreamskin will generate $50 million in first-year retail sales worldwide.
In other Capture Totale news, Crème Multi-Perfection and Crème Haute Nutrition are to be available in refillable jars starting in January.
“It’s a service to women and a sustainable approach for even more lasting beauty,” said Hann.
Capture Totale Serum Foundation is to be reformulated, as well, for a reinforced action on the appearance of lines, loss of firmness and dark spots, and a boost to radiance, according to the company.