Dior is launching a new anti-aging skin-care line, called Capture Youth, targeting a 30-something audience. And the LVMH-owned brand tapped 25-year-old model Cara Delevingne as the face of the brand campaign for the range.
The Dior Capture Youth line was created in partnership with the Université Pierre et Marie Curie, based on findings that "the epidermis' intracellular antioxidant defense system, called glyoxalase, which controls skin's ability to fight against visible signs of aging and gets weakened by time and environmental factors."
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The new Dior line contains an extract of Florentine iris that is "able to increase the activity of glyoxalase," Edouard Mauvais-Jarvis, the environmental director and scientific communication director of Parfums Christian Dior.
Dior's Capture Youth range is no doubt another attempt to reach millennial consumers, to which the brand's recent line of "Life" masks and treatments was also targeted.
Delevingne joins the likes of Bella Hadid and Jennifer Lawrence as a Dior Beauty brand ambassador, but this isn't the veteran model's first beauty contract; she has worked with British makeup brand Rimmel in the past.
In terms of existing anti-aging lines, the Dior Capture Totale line — targeted toward 40-to-50-year-old consumers — has been sold since 2010.
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