Dior launched 'Dior Backstage' as a new luxury cosmetic brand expressly targeted at the Millennial consumer. In keeping with the name of the brand, the new product line was unveiled backstage at Dior's Cruise 2019 show in Chantilly, France.
Dior Backstage offers a range of accessibly priced cosmetics to consumers under the age of 35. As the brand was designed by the Creative and Image Director for Dior Makeup Peter Philips, the Millennial makeup was developed to be an "indispensable" part of the makeup bag, "runway-proof," as well as inclusive enough to suit the needs of all women. Dior's commitment to diversity is exemplified in its Face & Body Foundation, which is offered in an expansive 40-shade range.
Otherwise, the new makeup brand from Dior is palette-centric, with products for the eyes, brows, lips and face conveniently packaged for on-the-go use.
Millennial-Targeted Designer Makeup
'Dior Backstage' is an Accessibly Priced Luxury Cosmetic Brand
Trend Themes
1. Millennial-targeted Makeup - Opportunity to create luxury cosmetic brands that specifically target the millennial demographic.
2. Accessible Luxury - Disruptive innovation opportunity to develop luxury cosmetic brands that offer affordable pricing to consumers.
3. Inclusive Beauty - Opportunity to create makeup brands that prioritize diversity and offer a wide range of shades to cater to the needs of all women.
Industry Implications
1. Cosmetics - An industry with potential for growth by creating makeup brands targeted at millennials and offering accessible luxury products.
2. Fashion - Fashion industry can explore partnerships with luxury makeup brands to offer a complete lifestyle experience for millennial consumers.
3. Beauty - Opportunity for the beauty industry to innovate by focusing on inclusive beauty and offering a diverse range of shades in makeup products.