NEW YORK —?In an apparent move to add exclusivity to Dior’s beauty lineup, a number of the brand’s first-half offerings will be available only to specific retailers.
This story first appeared in the January 23, 2004 issue of WWD. Subscribe Today.
Dior announced several of these retail exclusives this week; others will be announced later this spring.
Dior also is continuing its campaign to strongly emphasize synergies between its fashion lines and its color cosmetics collections, and is adding additional collections under recently introduced umbrella brands like No Age and Dior Snow.
Dior Addict Ultra-Shine Lipstick, a wet-look formula intended to provide mirror-like shine, is a Sephora exclusive, to be launched April 15. The lipstick’s key ingredient is Hydra Re-Plumping Complex, which is intended to moisturize, smooth and firm the lips. It will be available in 12 shades — seven glassy sheers and five sheer reflectives with glitter. Each retails for $23.
Another limited offering for summer, Dior Girly, will be available only at Bloomingdale’s, Sephora, Nordstrom and Saks Fifth Avenue. Dior Girly, a pink palette that features a removable bracelet that holds a silver lip and face brush, launches May 15. Retailing for $50, the palette includes bronzing powder, lip gloss and gold shimmer for eyes, lips and cheeks. Other makeup doors, noted Joan Poulton, vice president of education for Dior, will get summer colors on May 15 that are repromoting existing shades.
The brand will add four additional products to its existing limited-distribution Dior Snow line on May 15. Available in 150 U.S. doors, Dior Snow is a skin-lightening line. The four new products are branded Dior Snow X2. Ultra-Whitening Spot Corrector SPF 50 is an oil-free corrector which uses a retinol derivative to help even and conceal skin imperfections. It will retail for $40 for 0.5 oz. Ultra-Protective Whitening Cream-Base, an oil-free makeup base with skin care properties, retails for $45 for 1.7 oz. Intensive Whitening Gel Essence, which is enriched with light reflectors, is intended to make skin more luminous. It retails for $82 for 1.7 oz. and $58 for 1 oz. Ultra-Brightening Whitening Lotion is a toning lotion which is intended to clarify and even out the complexion. It retails for $43 for 6.8 oz.
Several additional offerings also will be rolled out to Dior’s full U.S. beauty distribution, which currently numbers 750 department and specialty store doors for color cosmetics and skin care and 2,200 department and specialty store doors for fragrance.
The centerpiece of those offerings is No Age Essential Progress, a collection intended to offer protection against the first signs of aging, said Poulton. The line’s key ingredient is the proprietary Tri-Ageproof Technology, which is intended to limit the skin’s microcontractions and provide protection against free radicals. The products also include opti-telomerase, combined with oraposide, to protect cell membranes and ergothioneine to protect cytoplasm. Four products will be available: Age-Defense Refining Creme, $55 for 1.7 oz.; Age Defense Refining Fluid, $55 for 1.7 oz.; Age-Defense Refining Essence, $52 for 1 oz. and $72.50 for 1.7 oz., and Age-Defense Refining Eye Serum, $48 for 0.5 oz. They all launch in March.
Dior Skin Pure Light Sheer Skin-Lightening Makeup, which will be produced in nine shades, will be available March 15. The fourth foundation to be launched under the Dior Skin umbrella devised two years ago, the offering’s key ingredients are Light Essence Complex, which is intended to re-create white light to maximize radiance; Light Diffusing Pigments, which are intended to optically even the complexion, and SPF 15 to protect the skin. It will retail for $38.50.
Skin Flash Radiance Booster Pen, available in three shades, is intended to diminish the appearance of shadows, fine lines and other skin imperfections. Its key ingredient is the proprietary Light Booster Complex, which is comprised of ultra light-reflecting pigments and marine polymers, intended to smoothen skin. It will retail for $33 and launches May 15.
Ultimeyes Lash-Extender Mascara joins the lineup on June 15. Available in four colors — black, brown, blue and plum —the mascara’s key ingredient is a proprietary combination of calcium, manganese, magnesium and zinc, which is intended to improve the elasticity of the lash’s keratin fibers, in turn allowing lashes to grow longer, noted Poulton. Each shade retails for $22.
Dior Kiss Luscious Lip-Plumping Gloss, intended to make lips look more plumped up with the proprietary Wonder Boost Complex, will be available in six shades, each retailing for $21, on July 15.
Sweet Sun, a limited-edition alcohol-free treatment fragrance, launches May 15. Retailing for $36 for 4.25 oz., the scent has top notes of mandarin and orange, a middle note of jasmine and base notes of ginger, musk and vanilla, and also enriched is with Vitamin E.
While none of the Dior executives would comment on projected sales, industry sources estimated that together, Dior’s new cosmetics offerings could add upwards of $10 million at retail in 2004, while skin care could do $8 million at retail in the same time frame. National advertising for the new products is not planned, although Dior will advertise two existing fragrances, Dior Addict and J’adore, this spring. A new print campaign, featuring model Tiiu, breaks in April fashion, beauty and lifestyle magazines.