The brand, which has been producing cosmetics collections under the name Dior Beauty for many years, opened its first cosmetics store in New York, where it will sell beauty products.
In the store, where all cosmetic products belonging to Dior Beauty will be collected, customers will be able to try makeup products on a virtual model at the video table "Mix&Match". Demonstrating Dior's innovative and creative style, the store is designed to appeal mostly to younger customers.
Christian Dior Couture chief Renaud de Lesquen has signalled that innovations will continue, saying they have been less dynamic in the cosmetics industry recently and want to break with tradition. Lesquen aims to bring Dior customers together with beauty and innovation, stating that many digital activities will take place inside and outside the boutique.
Sign up for free and be the first to get notified about new posts.