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Marketing in Brief: Christian Dior

This article was originally published in The Rose Sheet

Executive Summary

Christian Dior: Extending Fahrenheit men's scent with Soothing After Shave Gel, Daily Moisture Complex, Natural-Looking Self Tanner and Moisturizing Body Lotion and repackaging the line's six existing ancillary products. Two of the existing products have been reformulated; Moisturizing Shave Foam, which replaces Shaving Foam, is "richer, for a smoother, closer shave," while Body and Hair Shampoo has an "improved easier-to-rinse formula," Dior states. The packaging for the foam and shampoo, along with the talc, soap and deodorant spray and stick, is now red with glossy, navy blue caps. All the products cost $16 except for the aftershave gel and body lotion, which cost $20 for 1.7 oz. and 6.8 oz., respectively, and the moisture complex, which is priced at $22 for 1.7 oz...
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