Parfums Christian Dior and DFS Group launch new Dior Rouge collection in Hong Kong
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DFS Group and Parfums Christian Dior have partnered to introduce two new Dior make-up products, Dior Double Rouge and travel retail-exclusive Dior Rouge Liquid, at T Galleria Beauty by DFS, Causeway Bay Hong Kong.
The new products were unveiled at a Rouge Dior Exceptional Makeup Event, running from 5 to 14 September. As part of the event, a team of Parfums Christian Dior make-up artists from Korea and Hong Kong offered customers professional flash or full makeovers. Four exclusive Dior looks – Rouge Ombré, This Miss Has a Crush, Metal is the New Matte and Iconic 999 – were demonstrated live, with details amplified on a big screen for guests to observe and learn from. Customers were also able to sign up for exclusive services by professional make-up artists.
The Rouge Dior Exceptional Makeup Event also featured a multi-sensorial journey which provided guests with a “one-of-a-kind” experience. Guests could explore the Dior Rouge collection within the event’s setup, including the ‘Lip Studio’, an artfully constructed ‘piano’ featuring all the shades of Double Rouge and Rouge Liquid. A virtual reality headset, ‘Dior Eyes’, used immersive digital technology to transport guests backstage at Christian Dior’s Spring/Summer 2017 show.
Dior Double Rouge is the first Dior lipstick with a matte metallic effect, enveloping a metallic core with a highly pigmented matte outer ring to deliver an ombré effect with just one application. The two shades and effects harmonise to provide dimension and volume, according to the brand.
Dior Rouge Liquid is said to be the first Dior liquid lip stain with a long-wear intense couture colour. The products are claimed to deliver a trio of “pure and vibrant” finishes in matte, metal and satin.
“A virtual reality headset, ‘Dior Eyes’, used immersive digital technology to transport guests backstage at Christian Dior’s Spring/Summer 2017 show.”
Both Dior Rouge novelties are available now at T Galleria Beauty by DFS, Causeway Bay, with other DFS locations soon to follow.
Parfums Christian Dior Regional Travel Retail Director Alireza Danai commented: “We would like to thank all the stakeholders who have partnered with us to set up this unique and spectacular event. The Rouge Dior event conveys Dior’s strong colour statement, with the launch of Double Rouge and Rouge Liquid. We trust that this event will provide a memorable and colourful experience for all customers.”
DFS Group Senior Vice President Beauty Christophe Marque said: “At DFS, we want to capitalise even further on the lips category which continues to be our fastest beauty trend. We are delighted to partner with Parfums Christian Dior to feature these two new products at this amazing pop-up, which are sure to become new icons, at T Galleria Beauty by DFS, Causeway Bay.”
“One-of-a-kind experience”: A virtual reality experience plus a Lip Studio enabled customers to discover the new products and feel part of Dior’s fashion show
Questions & Answers
Q.What kind of make-up products have Parfums Christian Dior and DFS Group launched?
What kind of make-up products have Parfums Christian Dior and DFS Group launched?
They have introduced two new Dior make-up products: Dior Double Rouge, a lipstick with a matte metallic effect, and Dior Rouge Liquid, a liquid lip stain offering matte, metal, and satin finishes.
Q.Where were the new Dior make-up products initially launched?
Where were the new Dior make-up products initially launched?
The new Dior make-up products were unveiled at the T Galleria Beauty by DFS in Causeway Bay, Hong Kong. Other DFS locations are expected to follow soon after this initial launch.
Q.What unique experiences were offered to guests at the launch event?
What unique experiences were offered to guests at the launch event?
Guests could explore products at a 'Lip Studio' and use 'Dior Eyes' virtual reality headsets to experience Christian Dior's Spring/Summer 2017 show. Professional make-up artists also offered flash or full makeovers.
Q.Why is DFS Group focusing on the new lip make-up products?
Why is DFS Group focusing on the new lip make-up products?
DFS Group wants to further capitalise on the lips category, as it is identified as their fastest-growing beauty trend. They anticipate these two new products will become popular icons.
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