Louis Vuitton 2003 Annual Report Download - page 47

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PARFUMS CHRISTIAN DIOR ACHIEVES
A REMARKABLE SKINCARE BREAK-
THROUGH.
Parfums Christian Dior has defined and intro-
duced, under the name DiorScience, a new stra-
tegic approach to skincare, with strong growth
potential. The launch of Capture R60/80TM
early in the year, the culmination of a major pro-
ject in the DiorScience laboratories, met with
outstanding success, which enhanced the bran-
d’s image and credibility in the area of skincare.
Parfums Christian Dior also reorganized its skin-
care product portfolio to improve impact and
consistency. Packaging was redesigned for bet-
ter visibility in perfume shops and department
stores. The Move line introduced in 2002 with
Hydra-Move, was expanded with the introduc-
tion of Energy-Move and Nutri-Move, three pro-
ducts that meet the three essential needs of
skincare – hydration, radiance and nutrition.
In order to boost sales of men’s fragrances, a
new version of Higher, an addition to the fra-
grance created in 2001, was introduced in Sep-
tember 2003, under the artistic direction of
Hedi Slimane, the designer of the Christian Dior
men’s collections.
In 2004, Parfums Christian Dior will continue
its innovation policy and, as it did in 2003, will
back it with substantial advertising investments.
Major new products will be introduced in all
Capture R60/80TM, the new
flagship skincare product
from Parfums Christian Dior,
combines highly effective
anti-aging properties over
the short and long term and
extremely comfortable textures.
This line is based on a funda-
mental discovery and an
exclusive new formulation from
Laboratoires DiorScience.
The name “ Capture” evokes
a wealth of images, expressing
both the possibility of triumph
over time and captivation by
beauty.
45
PASSIONATE ABOUT
CREATIVITY