Flower power: Dior opens up botanical gardens to consumers

Paris – Fashion label Dior is inviting consumers on a round-the-world trip, via France and Madagascar, to experience the care and craftsmanship that goes into creating its beauty and fragrance lines.

An online site with curated video content explores how the brand’s products are made, and includes video interviews with a Dior botanist and gardener. The site explores a range of locations, including the Loire Valley Garden in France, where the brand grows the roses that are used to create its Dior Prestige skincare range and which are specially bred for their powerful active ingredients.

‘The Dior Gardens are plots dedicated to cultivating floral plants selected for their exceptional properties,’ reads the microsite. ‘The Dior Gardens are a guarantee of traceability and effectiveness.’

Beauty consumers are increasingly interested in the provenance of ingredients, and artisanal houses are using this as a selling point, creating romance around the product and reinforcing quality. For more, read our Save Our Artisans microtrend.