PARFUMS CHRISTIAN DIOR
PRESS FILE
May - June 2009
Travel Retail
Index
1)
•
•
•
Fragrance new products
Escale à Pondichéry
Eau Sauvage Ancillaries
Miss Dior Chérie L’eau
2)
•
•
•
Make-Up new products
Dior Bronze Sun Couture Clutch
Dior Addict Lip Polish
Summer Look 2009
3)
•
•
Skincare new products
Hydra Life
Dior Homme Dermo System – New Firming Care
& Eye Serum
I. Fragrance new products
Escale à Pondichéry
Miss Dior Chérie L’eau
Eau Sauvage Ancillaries
Escale à Pondichéry
Launch in Europe & Oceania - June 2009
Launch in America – July 2009
Escale à Pondichéry
Escale à...
A journey, an escapade, the memory of a
voyage…
Parfums Christian Dior embarks on a
cruise. Initiated by François Demachy
with voyages in the Mediterranean and
Portofino, the “Escales de Dior”
collection continues its journey. Today,
the Orient glides by on an exotic passage
to India. The former trading post of the
French East India Company,
Pondicherry is the new destination for
Parfums Christian Dior.
Above all, the spirit of these new
fragrances is expressed through the
link between the raw materials and
the chosen destinations, true sources
of inspiration and lands of culture.
While a Mediterranean and citrus
breeze fluttered over Portofino, now
François Demachy, Perfumer-Creator
for Dior, has chosen India and its
exceptional ingredients: jasmine,
sandalwood and tea, with its
flourishing plantations and varieties
on the Indian peninsula. The
perfumer has selected a black tea
enwrapped in a fresh and light
signature that harmonizes with a
spirit of happy insouciance.
Escale à Pondichéry
Pondicherry... The exoticism
and scents of India, but also a
land where the memories of
France have their peaceful
place in history.
In January 1673, a Frenchman
purchased a small village
named “Puduchérry” for the
French East India Company
from the Sultan of Bijapur.
Commerce quickly soared,
accompanied by the growth of
the village, which would
become a city later renamed
Pondicherry.
Even today, the streets bear
the names of Alexandre
Dumas, Romain Rolland and
Saint Louis... while in another
neighborhood, we happen
upon Nehru Street, Mahatma
Gandhi… A wonderful
mixture of two histories that
were once one. The glory of
the foreign trading posts
remains a lovely memory in
the new Pondicherry, which
joined independent India in
1954.
Pondicherry could be the
pearl of the Gulf of Bengal, a
name that evokes dreams for a
traveler. Navigation, trading
land, the search for precious
fabrics… Pondicherry
incarnates a dynamic facet of
prosperous India.
Escale à Pondichéry
Fragrance
Escale à Pondichéry is a fragrance filled with sophisticated freshness originating from
natural ingredients.
Around black tea, the major focus of the fragrance, the raw materials resonate
with the Indian continent and amplify their links with this escapade.
A seed used in cooking or to flavor tea or coffee, cardamom, utilized in its essence
form, provides its aromatic scent.
Jasmine sambac, one of the most beautiful species of this voluptuous white
flower, adds a floral and sensual note. The absolute used in the fragrance is derived
from Indian plantations selected by François Demachy. Woven into necklaces in India, the
jasmine flower is associated with love. The god of love, Kama, uses arrows tipped with
jasmine buds.
A quintessential Indian tree, sandalwood infuses the base with its balsamic and
warm notes. A specialty of Mysore and the region of Tamil Nadu, sandalwood was
described by Bohtlingk* in the 19th century: “With its perfume, it perfumes all other trees
of Malabar, except for bamboo, which is hollow.” According to legend, the chariot of the
sun** was made of gold and sandalwood.
Les Escales de Dior
Collection
Escale à Portofino
An invitation for travel to Italy, in the land of the Garden of the Hesperides.
Escale à Pondichéry
A new invitation for travel on the passage to India, perfumed with teatime memories.
Escales Dior
Invitations for travel
More invitations to come...
About the product
Bottle: The emblematic bottle of « Les Escales de Dior ».
Embossed canework on round transparent bottle and silver cap.
Outer packaging: Embossed large and green label
with silk-screen text and frame, underlined with
additional white and silver frame
Range: 75 ml(57$/51,12€) & 125ml (76 $/72,99€) EDT spray
(One shot in Oceania.
No launch in Asia/Japan)
Miss Dior Chérie L’eau
Asia/Japan in June 2009
(The rest of the world - March 2009)
Who is she?
This young woman is the Parisienne that makes the whole world
dream.
Dior heritage reinforced
Happiness, a touch
of frivolity
Paris,
an artistic & dreamlike
scope
Every young woman’s dream
Coquetry &
elegance
Indulgence
A radiant girl,
Full of love and life,
Whizzing down the streets,
Of colorfully magnificent Paris
Miss Dior Chérie L’eau
A sparkling fragrance by François Demachy
Today’s young women's fragrance. Full of life, she wears modern
but retro clothes, a fragrance with pastel tones, a fragrance like a
sweet candy, fruity and sparkling.
« Fresh »
Top note : orange essence
« Vibrant » Middle note : gardenia accord
« Soft »
Base note : white musks
A new floral interpretation to celebrate spring & summer!
About the product
Name L’eau opens a new fresh olfactive segment based on high quality with natural
ingredients, in line with Dior Maison de Parfums spirit. L’eau is also an immediate appeal
and a well being feeling, mixed with a real signature scent. L’eau is THE new
segment by Dior Maison de Parfums
Bottle & Juice Same institutional luxury codes as Miss Dior
Cherie but:
• Frosted bow to convey the notion of freshness
• Fresh green color for the fragrance to remind that it’s a
different interpretation of MDC
Outer Packaging Powder pink box with fresher new color:
mint green
Range 50 ml (53$ for US/59$ for Asia /6000 JPY/46,44 €)
and 100ml (76$ for US/ 79$ for Asia/ 8200JPY/66,96€) EDT
spray
Miss Dior Chérie L’eau
The Fragrance & the Fashion
From 1947 to today,
from Miss Dior to Miss
Dior Chérie L’eau, the
fragrance has
exhibited the same
high Couture
standards and the
same attention to
perfect detail.
Communication
The bow, in white or black silk
on the original Miss Dior bottle,
depending on the concentration,
was cast in metal in a daringly
modern spirit for the 2005 Miss
Dior Chérie bottle. It reappears,
frosted and transparent, on the
neck of Miss Dior Chérie L‘eau
in 2009.
Just like the
reinterpretations of
Christian Dior's New
Look, the Miss Dior
Chérie bow has kept
pace with the times,
changing and growing
lighter.
TV commercial by Sofia Copola, Academy Award
winning screen writer and director (Lost in Translation,
Marie-Antoinette…): It is her first commercial. She takes
us along the trail of her “Parisienne” as she visits the Paris
she knows. An intimate odyssey, refreshing, joyful,
apparently innocent and naive, but just as impertinent
and as free as she is.
New spokesperson Maryna
Linchuck, born on September
4th, 1987 in Minsk, who walks
the Couture runways for
Givenchy, Alexander Mc Queen,
Chanel, Gaultier, Dior…
Print campaign by Tim Walker: a perfect compliment to
the modernity of Sofia Coppola. He transports us into a
playful, poetic and optimistic world.
Eau Sauvage Ancillaries
Launch in selected markets in June 2009
Eau Sauvage Ancillaries
A complementary line to assert ultra masculinity
Development of the products following 3 key ideas:
Reinterpretation of the masculinity and audacity of Eau Sauvage original fragrance.
Richness and benefits of new textures and natural ingredients, appealing to a wider
and younger target.
Use of Eau Sauvage strong graphic codes
Cross range ingredients : LEMON AHA
Lemon is a major component of Eau Sauvage, which makes it fresh, tonic and classic.
The fraction used here is called Alpha-Hydroxy-Acides. They have several benefits:
- MOISTURIZE
- REGENERATE SKIN
Pre-After Shave Balm
70ml (France only)
New After Shave Lotion
100ml /200ml (Selected
markets only)
Used before shaving :
• It softens the hair & the skin to ease the
shaving
• It optimizes the application of the foam
Used after shaving :
• It hydrates & purifies the skin
• It prevents spots due to hair under skin
hair
• It nicely perfumes the skin
Price: 36$ (US)/ 25,85€
Optimization of the
fragrance
Harmonization of the color
towards a more esthetical
harmony with the EDT but
still differentiated.
Price:
-100ml-43$ for US/46$ for
Asia/37,39€/4900JPY
- 200ml- 59$ for US/62$ for
Asia/52,93€
New Deodorant Spray
150ml (No launch in
Scandinavia/Russia/Ukraine)
& Stick 75g
• Optimization of the efficiency
and fragrance restitution
Harmonization of the color of
the Deodorant stick
Harmonization of packaging
and a silver metal cap brighter
than the actual one
Price:
- Spray – 22$ (US)/19,68€
- Stick – 22$ (US) / 18,12€
II.
Make-Up new products
Dior Bronze Sun Couture Clutch
Dior Addict Lip Polish
Summer Look 2009
Dior Bronze Sun Couture Clutch
Worldwide Launch in May 2009
One shot
Dior Bronze Sun Couture Clutch
Ready-to-wear Summer Makeup - Face, Lips & Eyes
Luminizer
Gloss
Bronzing powder
Lip applicator
Face applicator
A COUTURE STRUCTURE
Equipped with a zip closure and decorated with a metallic piece stamped with the Dior
logo, the Sun Couture Clutch pouch indulges in the luxury of a canework design, the
emblematic code of Dior House.
ESSENTIAL SUMMER MAKEUP
Composed of micronized pigments, the precious highlighter boasts an ultra-soft texture in
perfect affinity with the skin. Its amber harmony lights up the structure of the face.
The delicate and non-sticky gloss moisturizes the lips and leaves them supple and soft
during the day. Its particularly natural, fresh and vibrant shade is ideal for all skin tones.
Smoothed, evened out and illuminated, the face glows with warm, captivating beauty.
Price: 76$ for US/69$ for Asia / 59,03€/7200JPY
Dior Addict Lip Polish
Worldwide in June 2009
(Launch in Asia & Japan in July 2009)
One Shot
Dior Addict Lip Polish
LIP POLISH
So smooth, so sexy
A new ultra-glamorous product inspired by the backstage world of fashion shows!
The secret of makeup artists: massage a base onto models’ lips to smooth them to
perfection. Directly inspired by this expert technique, Dior creates Lip Polish: the first
smoothing Dior lacquer, enriched with moisturizing hyaluronic microspheres and ultrareflective mineral mother-of-pearl powders, which immediately recreate the same
impeccable and glowing finish as on the runway.
Its revolutionary and exclusive smoothing roll-on applicator, which takes just the right
amount of formula and then rolls it over the lips, provides a delicate massage that boosts
the properties of the formula. The sensation is delicious and the finish is even and
lacquered. Instantly glistening and radiant, the lips transform with each application. They
become suppler, firmer, more comfortable and perfectly “polished” thanks to the formula
containing specific oils and amino acids.
To enhance every type of beauty, Lip Polish comes in three lightweight, correcting and
trendy shades:
N°001 Radiance Expert, an ideal beige for lighting up dark lips,
N°002 Fresh Expert, a fresh pink to showcase naturally pink lips,
N°003 Glow Expert, a pale coral to add radiance to even the palest of lips.
The ultimate temptation is provided by its incredibly desirable fragrance. The scent of
almond milk, orange blossom and vanilla cream, delicately enwrapped in a cloud of white
musk, leads to exquisite addiction.
Price: 28$ for US/26$ for Asia/ 23,69€/ 2800JPY
Dior 2009 Summer Look
Worldwide launch in May 2009
Dior 2009 Summer Look
Inspiration
Color is the rule !
In his latest creations, John Galliano has used a wide range
of bright colors, for an ultra-powerful visual effect !
Dior Cristal Shine
Lipbalm and Gloss Jewel
A wave of colors for the lips…contained in
a jewel-like accessory (limited edition)
Directly inspired by the Dior Christal watch, Dior Cristal
-> 50$ for US/54$ for Shine. It contains the ultimate lip duo to keep fresh and
Asia/47,22€/5800JPY delicately colored lips all day long. Thanks to its elegant
clasp, it can be tied to the handbag for a flash lip
makeup anytime during the day !
Worldwide
Except
Asia &
Japan
Asia &
Japan
only
5 couleurs Iridescent Dior Addict High Shine Dior Addict High Shine
259/859
530/864
541/781/851
53$ for US/56$ for
Asia/40,56€/5800JPY
24,5$ for US/25$ for
Asia/20,28€/2800JPY
19$ for US/20$ for
Asia/15,99€/2200JPY
Christal Coral /
Christal Pink
Dior Addict
Lip Glow
28$for US/26$
for
Asia/23,69€/
2800JPY
III. Skincare new products
Hydra Life
Dior Homme Dermo System New Firming Care + Eye Serum
Hydra Life
Launch in Asia/Japan in June 2009
Hydra Life
Hydra Life
Youth-infused skin
A culture that thinks ahead.
When your skin glows with youthful
freshness, you want to keep this quality intact
for as long as possible.
Anticipate the slightest change: this is the
new philosophy of young women who dream
of skincare capable of suspending time and
maintaining the skin’s beauty at its height for
a long time. Well-informed, realistic and in
control of their own beauty, this new
generation of active women benefits from an
in-depth understanding of cosmetic
innovations. They know that aging is
unavoidable, but that they can delay its signs.
They have understood that to prolong the
youthfulness of their skin, they need to
implement an overall lifestyle approach (diet,
exercise, etc.), which includes cosmetic care.
Dior, at the dawn of the Pro-Youth
era
Inspired by their needs, the Dior
Innovation Center now takes
moisturization into the Pro-Youth era.
With Hydra Life, Dior presents – for the
first time – a moisturization line that helps
to instantly replenish thirsty skin and
“stop” the skin’s aging mechanisms. An
unprecedented range that adapts to new
hectic lifestyles by reducing long daily
rituals. All of these feats are made possible
by a trilogy of plant substances taken
directly from the Dior Gardens.
Beyond moisturization, an
overall experience
That of visibly and significantly
transformed skin after the first
application. More radiant,
plumper skin infused with
moisture and vitality and glowing
with freshness and grace.
This is also a beauty step that
maintains the skin’s youthfulness
on all cellular levels – with
lasting results.
Hydra Life
A Technology derived from the Dior
Gardens
With Hydra Life, the Dior Innovation Center
paves the way for new formulation possibilities.
Each ingredient was selected for its intrinsic
power, but especially for its capacity to complete
and improve the action of other ingredients.
A plant trilogy
Known for its effect on the biosynthesis of
Aquaporin 3*, Jisten has been continuously
perfected since its discovery. In particular, by
using green processes put in place in the
framework of the Dior Gardens. The ingredient
reaches its top performance. The formula also
contains Centella heterosides (genins combined
with sugars), which stimulate the biosynthesis of
Aquaporin 9*.
Finally, Hydra Life is enriched with Black Rose,
one of the most powerful antioxidants of
biodiversity.
Cellular Bio-Exaltation: the Pro-Youth dynamic
Of course, each ingredient has its own renowned properties. But, when they are united,
amazing results occur. This is called Cellular Bio-Exaltation. Once both Aquaporin
networks are activated, we see renewed movement of water towards the skin surface*. All of
the epidermal layers regain optimized hydration. Energized, as if revived, this water pairs
its action with that of antioxidant rose*. Oxidative stress is clearly inhibited. Finally, this
water also enhances the plumping action of Centella, which reinforces skin density by
stimulating the biosynthesis of type I and II collagens*.
* In vitro tests
The Formulation innovation
“Essence-In” is a serum perfused in each formula.
To simplify daily rituals, the Dior Innovation Center has
developed a new generation of formulae. For the first time,
Researchers have succeeded in encapsulating this plant
trilogy in a concentrated essence and infused inside four
types of textures: fresh lotion, airy emulsion, silky gel or
rich cream. Hydra Life benefits from hybrid innovations
that combine the effectiveness of an essence with the
comfort of a tailor-made texture.
Hydra Life
Range
A new 2-step routine,
simplified thanks to the “Essence-In”
present in all the products
OR
Essence-In-Lotion Essence-In-Milk
200 ml
80 ml
STEP 1
Price:
- Essence-In-Lotion 38$/4200JPY
- Essence-In-Milk 60$/6300JPY
- Essence-In-Gel 60$/6300JPY
- Essence-In-Creme 60$/6300JPY
- Eye Creme 47$/4900JPY
OR
Essence-In-Gel
50 ml
STEP 2
Essence-In-Creme
50 ml
Eye Creme
15 ml
SPECIFIC CARE
Dior Homme Dermo System
New Firming Care & Eye Serum
Launch in Europe in May 2009
Launch in Americas /Asia in June 2009
Dior Homme Dermo System
New Firming Care & Eye Serum
Inheriting Dior anti-aging expertise and luxury, two high-performance skincare products
now answer major concerns – slackening skin, excess shine, puffiness and dark circles- of
men who are confronted with signs of the passing time:
Dior Homme Dermo System
Age Control Firming Care
The 1st Dior rejuvenating care that combines firmness and
matting action for skin under perfect control
> RESULTS
Immediately matifies and densifies the skin.
Day after day, skin is firmer, the structure of the face is re-shaped.
The weight of age is erased, the strength of skin is preserved.
> TECHNOLOGY
A global firming action thanks to the Retensium™ Complex:
- Progressive « reconstruction » of the face: the skin gains in elasticity, pores
are tightened, the skin texture is more refined.
- A complete « lifting » action for a re-shaped, redensified face.
A regulating action thanks to ß-Zinc:
Instantly and lastingly makes the skin mat, with continued use.
Absorbs the excess of sebum and controls its release to tighten pores
50ml
Price: 71,5$ for US/47$ for Asia
Dior Homme Dermo System
Anti-Fatigue Firming Eye Serum
The 1st Dior eye contour care that pairs firming with action
against dark circles and puffiness for confident eyes!
> RESULTS
Immediately smoothes and tones the eye area and diminishes dark circles.
Day after day, the look is enhanced and puffiness is reduced.
15ml
> TECHNOLOGY
A DOUBLE ACTION:
A restructuring action on the eye contour thanks to a tightening
effect
The eye contour tissues are strengthened.
Eyelids are retightened, the outer corner of the eye is toned.
An anti-dark circle / anti-puffiness action thanks to the Cafexyl ™
Complex:
The pigmentation involved in the development of dark circles are neutralized*.
Greasy pouches are reduced, the « valley of tears » is redensified.
For an optimized « lifting » and vaso-retracting effect, put the Serum in a
refrigerated place before use.
Price: 52$ for US/49$ for Asia/41,29€