ZRICH, SWITZERLAND - JULY 34: The logo of Dior, the French multinational luxury fashion house, on one of its stores in Zurich on JULY 4, 2023, in Zurich, Switzerland. (Photo by Joan Cros/NurPhoto via Getty Images)
Dior is training the babies in luxury straight out of the womb! At least, that seems to be the sentiment with their new skincare line for infants. One item in the new collection includes a $230 fragrance that’s getting mixed reactions on social media.
Dior describes the pricey perfume, named Bonne toile (Lucky Star), as “an expression of sweetness, an invitation to experience the tenderness of childhood.”Beyond its dreamy description, the fragrance is water-based with notes of pear, wild rose, and white musk.
Francis Kurkdijan, Perfume Creative Director for Dior, explained the inspiration behind the perfume on the brand’s site.
“For Baby Dior, I wanted to create a scented water for little ones that is as simple as they are. A child says ‘yes,’ says ‘no,’ ‘I like,’ or ‘I don’t like.’ A formula imposed itself, like an impulse, a smile,” he said. “I wanted to bypass the inevitable orange blossom that has long been the signature scent of childhood and find a soothing fragrance in a different formula: a dewy and green pear note, brightened by wild rose, wrapped in soft, cottony, protective musks.”
The $230 fragrance comes in a 3.4 oz bottle with the option of a light pink or light green cap and decor ribbon. Compared to some of Dior’s best-sellers in the same size, the baby fragrance is about 1.5 times more expensive. Dior prices Sauvage Eau De Parfum at $145 on their site and J’adore Parfum D’Eau at $160.
As mentioned, the Bonne toile isn’t the only pricey item in the collection. There’s also a face, hair, and body cleansing foam reportedly priced at $95, cleansing water for $95, and a face and body moisturizer priced at $115.
Meanwhile, the infant skincare line has launched a series of mixed reactions to the price and the products’ target audience.
Keep scrolling to see a few thoughts from X (formerly Twitter) users.
Critics might not know this isn’t Dior’s first baby perfume. In fact, they’ve had a perfume line for infants since 1970 — and this collection reimagines it.
Newsweek reportedly reached out to LVMH, the parent company of Dior, for comment on the backlash. At this time, no comment was shared.
