PARIS — Dior has unveiled a host of new products for spring, and at the center of its innovations is a new development in skin-care research, to be deployed via the relaunch of the core Capture Totale franchise in January.
Its new formula includes Secale-C, a molecule developed based on stem-cell research at Dior’s in-house laboratories.
Secale-C is based on a grain extract that targets the deepest layers of the epidermis, reinforcing the regenerative power of cells and rebuilding the “biological seams” between them, according to the brand.
The relaunched products include Capture Totale Multi-Perfection Creme, Serum and Eye Treatment, and will be housed in new “jewelry box” packaging to give a more sophisticated feel, with a gold-colored cap and click closure. The cream will retail for $155 in the U.S., the 50-ml. serum for $196 and the eye treatment for $93.
Spring will also be a colorful one for Dior, with makeup innovations including the renovation of the popular Dior Addict lip gloss offer. For the fashion-show-inspired DiorShow line, the brand will introduce a curl-enhancing mascara as well as a first line of mono eyeshadows.
Dior Addict Gloss will replace the Dior Addict Ultragloss line in March worldwide, with a range of 43 shades, of which 24 will be available in any given market. In the U.S., it will be priced $29.50.
The glosses, which include polarized glass micro-particles to reflect light and enhance shine, come in three effects — shimmer, pearly and pure.
The line is supported by advertising featuring Dutch model Daphne Groeneveld wearing designs from Raf Simons’ first couture collection for Dior.
For DiorShow, the Iconic Overcurl mascara will launch globally in February. A curved brush and wax and oil formula aim to create a dramatic backstage look adding volume and curl.
DiorShow Iconic Overcurl will be exclusive to Sephora in the U.S., priced $28.50, and will roll out across the brand’s distribution in other markets.
The launch will be accompanied by DiorShow’s first line of mono eyeshadows in 18 bright, arty shades devised by Dior makeup creative director Tyen, priced $29.
On the fragrance front, the brand is adding a new flanker to the Dior Homme franchise, Dior Homme Cologne, an eau de toilette inspired by the scents of the French Riviera and incorporating notes of bergamot, grapefruit blossom and white musk.
The scent, due to launch in March, is housed in a taller version of Dior Homme’s packaging with white details and is available in 125-ml. and 75-ml. formats. The 125-ml. version will retail for $80 and the 75-ml. for $60 in the U.S. An ad campaign features Jude Law shot by Peter Lindbergh.
Miss Dior, meanwhile, is getting a new eau de toilette version that maintains its original chypré accord and gains a new floral facet with blood orange, neroli and rose essences. The 100-ml. eau de toilette will sell for $98 and the 50-ml. for $75. The March entry will be accompanied by a new Miss Dior body-care line housed in vintage-style white opaque packaging.
On the cusp of makeup and skin care, the Diorskin Nude line will launch in January welcome its first BB Cream, which offers greater coverage than the existing BB Cream in the Hydra Life range, and is available in three shades, priced $44.
by Alex Wyne at WWD.com / Photos by Courtesy of Dior