On the dior.com website, all the compositions of beauty products will be published and explained in terms of percentage of natural origin, active ingredients, origin and cultivation techniques, processing methods and environmental impact, including details on the packaging.
An increasingly transparent approach towards consumers that the French maison has decided to undertake to be ever closer to its customers. This is why it carried out a survey last year – involving 1,500 luxury consumers in France, China and the United States – to better understand expectations.
Starting with what they expect from the cosmetics of the future: health – especially in terms of product safety – and respect for the environment (global warming and pollution) were the most popular responses in all three countries. The information contained in the new platform allows consumers to choose and clearly know the formula they want to use on their skin: the site already has almost a thousand products including treatments, make-up and perfumes, and new ones will soon be added.
The information – constantly updated and enriched – will be translated into different languages and will also be available via a QR code on the packaging of the new launches. The various ingredients are grouped into eleven families, classified according to the benefits offered: treatment performance, water, nourishment and comfort, long-lasting performance, sensoriality, alcohol, sun protection, perfume, product protection and conservation, cleansing action. From formula to packaging, Dior describes the eco-design behind its products and also provides advice on how to separate components for recycling.