Luxury looks for little ones have been around for all of time, but what happens when an iconic fashion, fragrance, and beauty house launches a lineup of skincare made for minis?
Honestly?
Outrage.
We can’t lie that our immediate reaction was:
“CHIC!”
But when you take a moment to truly digest what’s happening here, reality sinks in fast.
Pair that with the strenuous economic climate, countless layoffs, inflation, debt, and overall bad vibes, the timing feels a bit… gauche.
Dior encourages consumers to “discover the wonder of Bonne Etoile Scented Water and the Baby Dior skincare collection” and makes it clear that all products have been formulated with extra-gentle care, keeping delicate skin top of mind.
The line includes the following (4) products:
Scented Water
Hydrating Milk Moisturizer
Mousse Cleansing Foam
Soothing Cleansing Water
All formulas are alcohol-free and feature ingredients of “natural origins.” The packaging and components are a big focus in the website copy and visuals, seeking to bring the “childlike spirit of Dior to life.”
While aesthetically lovely, the GTM strategy of this launch leaves little to be inspired by as marketers. We have lullabies and pastels.
Groundbreaking.
Essentially, what Dior has landed on is exactly what you’d envision for any personal care lineup targeted at babies — only the Dior collection comes with Dior-level price tags, ranging from $95–115 a pop.
They’re pretty.
But we couldn’t help but wonder…
Is the status symbol of Baby Dior really enough to justify the why for this portfolio’s existence?
And would we trust Dior with our babies’ skin? Or is it best to stick to the pros with this one?
Leave your thoughts in the comments.
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