At LVMH Beauty’s Milan headquarters lies a treasure trove of fragrance and cosmetics history, with exciting future projects on the horizon
One day, I received an email – nothing unusual there. But one day, I received *that* email. I remember every detail clearly. It was October 9, and there, written in black and white, was a name: Dior Beauty. I would be working with Dior Beauty. An incredible opportunity? That’s an understatement. Was I excited? Over the moon. A bit nervous? Naturally.
Dior Beauty partnered with Istituto Marangoni Milano for an Industry Project dedicated to Master's students in Marketing and Communication Management for Fragrances & Cosmetics
To come to the point, my classmates and I would be collaborating with Dior Beauty for our very first Industry Project as part of our Master’s course in Marketing and Communication Management for Fragrances & Cosmetics. And here, without further ado, is everything I discovered—the magic and the beauty secrets hidden behind the doors of their Milan headquarters. I’ll share everything I saw, tried, sensed, and smelled, along with the memories that surfaced as I crossed that threshold for the first time.
Dior Beyond Couture
Dior, a legendary Parisian fashion house now part of the LVMH group, is known not only for its clothing. Of course, Dior’s garments have solidified the brand’s status in the history of fashion history, starting with founder Christian Dior’s groundbreaking 1947 debut. This collection was so transformative that Carmel Snow, the Editor-in-Chief of Harper’s Bazaar, famously dubbed it “The New Look.”
When Monsieur Dior passed away, the reins were taken by some of the industry’s most iconic designers, especially in womenswear. The lineup included Yves Saint Laurent’s brief, youthful tenure to Marc Bohan’s enduring vision, Gianfranco Ferré’s sculptural elegance, John Galliano’s exuberant creativity, and Raf Simons, recognised for his modernist chic. Currently, Maria Grazia Chiuri serves as Dior’s creative director, blending art, sports and activism in her approach to women’s haute couture, ready-to-wear, and accessories. Throughout these transitions, Dior has remained a lasting symbol of French luxury—a true dream.
Istituto Marangoni's Master's students in Marketing and Communication Management for Fragrances & Cosmetics at LVMH Beauty's Italian headquarters in Milan
Dior’s prestige reaches far beyond haute couture and ready-to-wear fashion and extends into the world of fragrances and cosmetics. In 1947, alongside his New Look, Monsieur Dior introduced his first fragrance: Miss Dior! In the same year, with a childhood friend from Granville, Serge Heftler Louiche, Christian Dior created the company Parfums Christian Dior on March 4. Christian Dior then said, “I feel as much a perfumer as a couturier.” During his lifetime, four perfumes (Miss Dior, Diorama, Eau de Cologne Fraîche, Diorissimo) were launched.
Christian Dior had a visionary concept: “With a drop of perfume, you’re dressed in Dior”. This idea not only propelled the brand forward but also pioneered the trend of creating comprehensive fragrance and beauty lines as essential parts of a haute couture house. Although earlier designers like Jean Patou, Elsa Schiaparelli, and Paul Poiret had already explored the perfume industry, Dior aimed to create a unified and cohesive brand identity.
In 1955, this vision expanded to encompass cosmetics with the release of 8 new shade in the Rouge Dior range, in addition to the first 8. These products exuded a refined sense of glamour that made every woman feel like royalty.
A Walk Down Memory Lane
Dior’s vision of beauty has been a constant presence in my life. I can still recall the scent of my mother’s J’adore perfume and how the golden, droplet-shaped bottle captivated me as a child. As a teenager, I vividly remember the magnetic allure of the imagery created by Serge Lutens during his time as Dior Beauty’s Image Director. His vision was so transformative that Vogue editor Diana Vreeland hailed it as a “revolution of makeup” in 1974. And it was, indeed. His approach marked a significant shift, setting a standard that has allowed Dior to remain a leader in both fragrances and cosmetics to this day.
Students from Istituto Marangoni Milano, starting their Industry Project with Dior Beauty
Dior—and beauty at Dior—have profoundly influenced me and my creative aspirations. As a 21-year-old makeup artist and beauty enthusiast, having the opportunity to work on this project feels like a dream come true.
A Day at Dior: Inside LVMH Beauty’s Headquarters in Milan
The morning of our visit to LVMH Beauty’s Italian headquarters arrived. Despite Milan’s unrelenting rain, we made our way into the building. After a brief wait in the entrance hall, where I was captivated by the stunning display of perfumes and cosmetics, we took the lift one floor up and stepped into Dior Beauty’s offices.
The air was filled with the comforting aroma of coffee and Gris Dior, while the room was decorated with bottles from La Collection Privée Christian Dior. After meeting with the Italian subsidiary’s marketing team, we were escorted to a meeting room where the walls were lined with historic Dior perfume bottles, designed in collaboration with the French glassware house Lalique.
Here, we attended a presentation on the brand and were introduced to our project: a marketing campaign for Dior Backstage, a high-performance yet intuitive makeup line inspired by the artistry behind Dior’s backstage fashion shows.
A Gateway to Professional Beauty
Launched in 2018 by Peter Philips, Dior Makeup’s Creative and Image Director, Dior Backstage complements the brand’s main cosmetics collection. The line is available online and at about 140 retail stores and brings the excitement of the runway into everyday life through hero essentials, professional-quality palettes, and skin-perfecting items.
View this post on Instagram
We had the opportunity to explore Dior Backstage products firsthand, which helped us better understand how to market these formulas. From my personal favourite, the Face & Body foundation, to the viral Rosy Glow blush and revamped eyeshadow palettes, each product felt like a love letter to the art of makeup.
Behind the scenes at Dior Beauty for the launch of its partnership with Istituto Marangoni Milano
After the presentation, we took notes in preparation for the project we’d be working on over the coming months. Then came a surprise: gift bags containing select Dior Backstage products that we’d be working on. After all, how could we effectively market a product we hadn’t experienced ourselves? Dior Beauty knows best.
I’ll confess—I’m guilty. While everyone was occupied, I discreetly spritzed my favourite fragrance from La Collection Privée Christian Dior: New Look, imagined by the Maison’s current Perfume Creation Director, Francis Kurkdjian. Refined yet daring, I hoped the scent would cling to my clothes, becoming a lasting memory of the dream I had just experienced.
We left the room, the footsteps of the Dior team echoing behind us. Then, we stepped into the lift and exited the headquarters, catching a glimpse of the brilliantly illuminated Dior sign reflected in the mirror, and returned to the rainy world outside. As the scent of Gris Dior started to fade, giving way to the dampness of wet pavement, I wished that dream would never end.
Francesco Fava
Master’s course in Marketing and Communication Management for Fragrances & Cosmetics, Milano