Dior launched 'Dior Backstage' as a new luxury cosmetic brand expressly targeted at the Millennial consumer. In keeping with the name of the brand, the new product line was unveiled backstage at Dior's Cruise 2019 show in Chantilly, France.
Dior Backstage offers a range of accessibly priced cosmetics to consumers under the age of 35. As the brand was designed by the Creative and Image Director for Dior Makeup Peter Philips, the Millennial makeup was developed to be an "indispensable" part of the makeup bag, "runway-proof," as well as inclusive enough to suit the needs of all women. Dior's commitment to diversity is exemplified in its Face & Body Foundation, which is offered in an expansive 40-shade range.
Otherwise, the new makeup brand from Dior is palette-centric, with products for the eyes, brows, lips and face conveniently packaged for on-the-go use.