Dior is looking to conquer a new market. The French luxury fashion and beauty brand has gone a step further in its strategy and presents Baby Dior, a collection exclusively for children and babies.
This new collection includes products that have been formulated for babies with the delicacy and care of their skin in mind. There are fragrances and perfumes, bath gels and personal care creams costing over 250 euros.
Baby Dior includes the fragrance Bonne Étoile which has been created by the perfumer Francis Kurkdijan and stands out for its notes of pear, cotton and velvety petals. This fragrance is alcohol-free and contains 98% natural ingredients. The same collection also contains baby toys and pyjamas and the decoration is suitable and appealing for the little ones. Baby Dior follows the essence of one of the emblematic collections launched by the brand almost 50 years ago, but then, it only included a cologne and some toys for children.
Luxury for children on the rise
Dior has seized the right moment to launch this new collection. At a time when, despite being somewhat irregular, the market for premium baby and childcare products is expected to continue to grow. According to the latest data provided by Euromonitor, sales in the premium baby and childcare market are expected to reach a value of more than 2.264 billion dollars worldwide this year, and by 2027, it will almost reach 3 billion dollars.