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LONDON — Dior is uniting its fashion and beauty business with one retail vision.
At Selfridges, the brand has unveiled its first new look for its perfume and makeup spaces, which will be implemented globally with other wholesale partners.
The concept is centered around Dior’s couture universe with golden hues visible everywhere, from the display cases to the details of the railings.
ROB MATTHEWS/COURTESY OF DIOR
The brand has placed its CD logo behind a golden sun face that wouldn’t look out of place at Versailles, where the latest campaign for its women’s fragrance J’Adore was filmed with Rihanna.
The perfume space, otherwise known as the Dior Haute-Parfumerie Boutique, mainly features Dior’s La Collection Privée, the brand’s luxe fragrance collection. The brand also has brought in bits of jewelry by way of gold earrings, chokers and bracelets, as well as limited-edition items.
On display is a Dior fragrance diffuser in collaboration with Compoz priced at 2,200 pounds; a L’Or de J’adore fragrance with a special seat created for it by Jean-Michel Othoniel that costs 12,500 pounds, and a Christmas advent trunk that contains fragrances, candles and accessories retailing for 3,400 pounds.
ROB MATTHEWS/COURTESY OF DIOR
Around the corner inside Selfridges beauty hall, Dior has updated its makeup counters with light shades of gray and interactive screens that feature moving images of its faces Deva Cassel and Yara Shahidi.
The brand has installed a small intimate room for facial treatments.
The makeup counter space also includes products from Dior’s skin care range.
ROB MATTHEWS/COURTESY OF DIOR
Since doubling up its space inside the beauty halls, the brand said it has seen sales double.
Dior is confidently betting on its brick-and-mortar retail to keep its beauty business’ momentum.
On Oct. 30, WWD reported that the brand opened its first freestanding U.S. fragrance and beauty retail door in New York’s SoHo.
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