Dior’s cosmetics website offers make-up application videos to its users. A wide range of tips provided by experts are there to help women apply their make-up as haute couture professionals, from the “Dior Application Techniques” (complexion, eyes, lips) to the ”Dior Looks”.
The website and videos use all the haute couture codes: music, colours, catwalk strutting and clothes of the make-up artists.
The videos give clear step-by-step explanations for each make-up technique. Each step has its own video on the presentation page. Direct access is provided to the Dior products used in the videos which can then be ordered in one click.
These videos are also available on various websites dedicated to women such as Aufeminin or Mademoiselle Boudoir and on video websites such as YouTube.
Lady Blue is much more than a simple commercial, it is a real 16-minute short film directed by David Lynch for the Lady Dior bag. This film was released in May 2010, and it is the third and last but one chapter of the Lady Dior campaign starring French actress Marion Cotillard. It follows the Lady Noir (Lady Black) directed by Olivier Dahan, and the Lady Rouge (Lady Red) where Marion Cotillard sings a song written and performed by the band Franz Ferdinand.
This massive Internet campaign was designed by the Le Fil agency. It was first presented at the Cannes Film Festival and then to the press. It is now promoted on several blogs (Le Modalogue, PaperBlog), specialised websites (Allociné, Puretrend, Vogue, Le Parisien) and on Facebook, Twitter and YouTube, making each release of these short films a real event.
Shanghai is the beacon city for the third opus of the series starring a man with Asian features. China represents 27% of the luxury market and this number keeps on rising.
Choosing the Internet has enabled Dior to reach an audience that’s fond of new technologies and to rejuvenate the brand’s image. According to consumers, “Youngsters appreciate the short film. Without it, the brand would look too stuffy for them”
The cinematographic and aesthetic approaches helped embed this online content into the luxury universe: “The photography, the colours, the atmosphere, everything invites us into a phantasmagorical universe immersing us into the luxury world”. The public points out how colour has allowed the bag to integrate in the short artistic films.
The Lady Blue campaign accompanied the launch of the 2011 line in the renovated Dior store in Shanghaï. The website also provided a virtual exhibition, while advertising banners on MSN China and the Sina portal reinforced the operation.
The campaign cost between 2 and 4 million Euros with a striking result: the pages received more than 100 million views while the official website received 1 million visitors.