SHANGHAI, 11 MARCH 2019 – Christian Dior SE, commonly known as Dior, is a European luxury goods company that currently designs and retails fashion goods, beauty products and more. Dior Beauty offers comprehensive lines of makeup and skincare products, including its premium skincare line Dior Prestige.

Labbrand, the leading China-originated global brand consultancy, worked closely with Dior to create the Chinese name 迪奥花秘瑰萃 [dí ào huā mì guī cuì] for its premium skincare line Prestige. 

迪奥花蜜活颜丝悦 was the original Chinese name for Prestige that existed for many years and is liked by consumers. In recent years, nectar is removed as an ingredient from the product, and a new name was required. Dior approached Labbrand for a new Chinese product line name.

The final name 迪奥花秘瑰萃 [dí ào huā mì guī cuì] is chosen for its brevity and elegance. 花秘瑰萃 [huā mì guī cuì] paints an imagery of how the line is the secret to having the amazing feeling of rose-petal skin: fine and smooth texture, firm plumpness and a radiant glow.

“It is always a challenging journey to rename a brand, particularly for such a reputed brand with long history. In this case, we learned that a majority of existing consumers like to call Prestige as 花蜜. In the new name, we remained the sound of this term to better help consumers transition through the change. Overall the name feels exquisite and fresh, which brings about a good mood and positive associations for every consumer.” said Judy Wang, Creative Director at Labbrand. 

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Christian Dior SE

Christian Dior SE is a France-based holding company engaged in the production and distribution of consumer goods. The Company has six principal product lines: Christian Dior Couture, marketed under the Christian Dior brand; Wines and Spirits, including the Moet & Chandon, Veuve Clicquot, Hennessy and Dom Perignon brands, among others; Fashion and Leather Goods, comprising the Louis Vuitton, Fendi, Marc Jacobs and Kenzo brands, among others; Perfumes and Cosmetics, including the Guerlain, Givenchy and Christian Dior brands, among others; Watches and Jewelry, comprising the TAG Heuer, Chaumet and Zenith brands and others, and Selective Retailing, such as the Sephora, DFS and Le Bon Marche brands, among others. The Company distributes its products through the Company-owned shops and licensed distributors in Europe, the United States, Japan and Asia Pacific. Christian Dior SA operates through over 400 subsidiaries around the world.