DIOR’S NEW COLOR DRIVE: MASCARA FOR THE HAIR
Byline: Sarah Raper
PARIS — This spring, Christian Dior will paint its customers’ nails, lips, cheeks, eyes and… hair. That’s right. The company is launching Mascara Flash, an unusual type of “makeup” that is applied to the hair like mascara. The color washes out with the first shampoo.
There are seven shades ranging from golden highlights to orange and bright blue. Mascara Flash will retail for $18.50 and will go on sale in May. In the United States, Dior is planning to promote the product with national advertising in May and June.
“We think Mascara Flash is going to be very effective in showing that Dior is an innovative brand when it comes to color,” said Parfums Dior President Patrick Chol as he watched stylists try out the streaks on some of France’s most finicky beauty journalists. Sort of like Chanel and Vamp?
“Exactly,” he said.
Mascara Flash was originally planned as a one-shot promotion for spring, with fewer than 500,000 units produced for the world. But Choel said that because of the enthusiastic reaction from Dior sales teams and journalists, he was considering upping the quantities and extending the promotion. Will it be hot or not?
WWD conducted a random survey in Paris and New York and here’s what people had to say when we asked:”What do you think about hair mascara?”
Nicole Poinso, L’oreal: “It sounds awfully familiar. We launched a product 10 years ago called Maquill’Meche that looked like a mascara and was sold in French hair salons. There was a brilliant blue and green, but it never really took off. Of course, it was before hair coloring became popular with young people as it is today.”
Christophe, Paris colorist to the stars: “It sounds fun. Besides, I know several women — including Paloma Picasso — who already use their mascara to touch up [their hair] in between salon visits.”
Amelie, Printemps shopper, age 15 — “almost”: “I think it would be good for Christmas. It’s a little expensive. Oh, it’s Dior, I guess that’s why. I dyed my hair blue last fall but it was a problem for school. If it really washes out, then it’s a great idea.”
Pierre, 34, sales director for a small construction firm: “It looks like something a prostitute would wear. I hope my wife won’t buy any.”
Frederic Fekkai, superstar stylist, New York: “It’s a hip idea, but I’m not sure how practical it is. It’s something that can be fun and could be a great success, if you know what you are doing. But if it’s off, for example if someone puts a little red on brown hair, that could be a little brassy, it might look a little cheap and tacky.”