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Alain Cadet: “We’ve had double-digit growth in both sell-in and sell-out and we’re growing faster than the market. We have hit upon the right strategy.” |
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Dior Detective Star Product |
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| Dior Detective Chic Lip Palette |
FRANCE. Parfums Christian Dior is all set for a busy Autumn 2006 make-up launch schedule. The French beauty group is continuing with its successful Star Product concept, which highlights certain products that are linked to Dior’s fine jewellery and couture fashion collections.
Upcoming make-up launches include:
Dior Detective Chic: Star Product
The Detective Chic collection is inspired by Dior fashion designer John Galliano’s couture collection. The leather-covered palette contains face powder and a brush.
The Dior Detective range has been very successful, trebling sales of Dior’s Total Look make-up lines, Operational Marketing Director Travel Retailing Alain Cadet told The Moodie Report during the recent TFWA Asia Pacific show in Singapore.
Dior Addict Ultra Shine 2 Lipstick
Developed for the Asian market, the new lipstick is more fashionable and is odourless – the latter being very important for Asian consumers, according to Cadet. The formula, in terms of colour and texture, has been specially developed for customers in the region.
Launched in June, the product has been made possible following the creation last year of a Dior research centre in Tokyo, called the Asia Innovation Centre, whose remit is to develop and adapt products for the Asian market. Dior Addict Ultra Shine 2 Lipstick is the first product to emerge from the centre.
DiorSkin Extreme Fit Moist Compact Foundation
September 2006 sees the launch of a new foundation specially developed for Asian skin using nano technology. “Asians’ skincare needs are different because of the extreme heat and wetness. The new foundation is waterproof and doesn’t move or melt; the colour stays,” explained Cadet.
Diorshow Unlimited Mascara
A lengthening mascara with a brush that is flat on one side – to create length – and curved on the other, for the curling effect. The worldwide roll-out will take place in September 2006.
Rouge Dior Lipstick
Also making its global debut in September 2006 is Rouge Dior lipstick featuring Hollywood star Monica Bellucci in the advertising visuals. The product is said to nourish and re-plump the lips and gives a satiny effect. For the first time, Dior will be promoting the lipstick with television advertisements in some major countries. The outer packaging features the “cannage” effect and the lipstick casing features two shades of blue with silver and a signature Dior ring.
A big in-store promotional event will be held in Asia for this major launch, said Cadet. For the recent Paris launch, Dior lit up in red the city’s famous Bois de Boulogne and the Arc de Triomphe. Rouge Dior replaces the current Dior Rouge lipstick.
Christmas Look Star Product
Introduced in October 2006, Pretty Dior Charm comprises a pink heart-shaped box wrapped in ribbon and containing two lip glosses. It will be a limited edition product for two months only.
For the first time, Dior will launch a Christmas fragrance, Midnight Charm, which will be linked to the Christmas Look Star Product. The presentation is a pink bauble for the festive season and the juice contains seasonal ingredients such as holly leaves, iced chestnut and red jasmine. Distribution of both items will be strictly limited, said Cadet. The two items will be merchandised on stand-alone gondolas with animated visuals.
For travel retailers, Dior will launch travel retail multi-packs including:
Dior Voyage – Travel Retail Exclusives
Detective Chic Lip and Eye Palettes: The small leather-like boxes open up to six lipgloss shades and six eyeshadow colours.
Dior D’Trick Make-up Palette: Inspired by the legendary actress Marlene Dietrich and linked to Dior couture, the product is packaged in pink and white and contains a complete make-up palette. It is the company’s fastest-growing palette, said Cadet, adding that the couture connection gave Dior a competitive advantage.
Dior Travel Studio Palette: The new outer packaging is black and glossy and contains blush, foundation, eyeliner and mascara.
Complete make-up palettes are popular in Asia among male business travellers, who tend to purchase the product for their wives as a gift in different colours, according to Cadet. The Travel Studio and D’Trick make-up palettes are also selling extremely well onboard airlines. Korean Air is selling 4,000 Dior D’Trick make-up palettes a month, he said. To boost sales, Dior supplies specific visuals for inflight magazines.
Dior Secrets: The new product comes in more compact, black and glossy packaging.
Dior Winners Limited Editions: Three best-selling products – lipstick, lipgloss and nail polish – are sold together to form one box, wrapped with a pink ribbon. The C and D initials on the box creates a pink CD charm bracelet.
Cadet’s conclusion
Commenting on Dior’s overall make-up sales, Cadet told The Moodie Report: “We’ve had double-digit growth in both sell-in and sell-out and we’re growing faster than the market. We have hit upon the right strategy.”
Specifically pinpointing the growth in Dior’s palette turnover, he added: “In terms of product differentiation, the Dior Voyage couture positioning is growing our turnover in make-up palettes – it is really amazing.”
MORE STORIES ON PARFUMS CHRISTIAN DIOR
Parfums Christian Dior boosts Dior Voyage cosmetics collection – 26/05/06
Dior relaunches J’adore fragrance; extends family with Gold Supreme Collection – 25/05/06
Forever and Ever Dior: Parfums Christian Dior launches travel retail exclusive fragrance – 25/05/06
Parfums Christian Dior appoints new Marketing Director – 15/02/06
