Dior styles their customers

Overview

 

As one of the world’s most well known, luxury cosmetics houses, Dior is recognised  for not only for its cutting-edge products but also for its artistry. When launching the Dior Makeup Specialist team, a mobile group of elite makeup artists promoting Dior products in department stores across Australia, the brand sought a training partner who could equip their team with both fashion-forward knowledge and practical expertise. 

 

Objectives

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• Deliver expert-led training in the latest makeup techniques and high fashion trends

• Teach specialists how to adapt seasonal runway looks into wearable applications for retail settings

• Support product launches with education on usage, innovation, and customer demonstration

• Position Dior’s makeup artists as trusted luxury advisors in cosmetics across Australia

 

Approach

 

Laurel worked with Dior to design and deliver an ongoing training program tailored to the brand’s evolving product lineup and prestige positioning.

 

The training sessions focused on:

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• Trend translation: Breaking down complex international beauty looks into achievable, everyday designs suitable for diverse clientele.

• Technique enhancement: Providing specialist artists with the technical skills to execute Dior’s signature looks with precision and professionalism.

• Product integration: Equipping staff with the confidence and creativity to demonstrate new products as they launched in-store.

• Retail adaptation: Ensuring that all techniques could be seamlessly applied within the fast-paced environment of department store beauty counters.

 

Training was delivered both in person and on an ongoing basis to maintain consistency across Australia’s widespread specialist team.

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Outcomes

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• Elevated Brand Experience: Dior Makeup Specialists became known for delivering high-end, fashion-forward makeovers tailored to individual customers.

• Improved Sales Confidence: Staff were better equipped to demonstrate new products and techniques, increasing engagement and conversion.

• Teamwide Consistency: Standardised training ensured a uniform Dior experience across all locations and customer touchpoints.

• Industry Recognition: Dior solidified its reputation as the leading luxury cosmetics brand in Australia, in part due to the polish and performance of its makeup artist team.

 

Conclusion

 

This successful collaboration between Dior and Laurel Brown highlights the power of tailored, brand-aligned training in luxury retail. By empowering artists to bridge the gap between high fashion and everyday beauty, Laurel helped Dior not only enhance customer experience but reinforce its position as an innovator and leader in the luxury cosmetics space.