Popping along to the gorgeous new Dior store in Covent Garden for the first time the other week was quite a revelation. Firstly, and no-one can fail to notice this, it sits right slap bang next to the Chanel beauty store which has held pride of place prior to its Parisienne rival appearing. I did feel the echoes of a 21st Century beauty showdown brewing, in the manner of Frankie Goes To Hollywood’s ‘Two Tribes’. Secondly, on entering the Dior store, not only is a girl swamped with the most incredible array of Dior perfumes (like the Privee Collection) and limited editions all of which are sheer heaven, there’s a ‘play room’ upstairs which is a large-scale area that allows a Dior beauty shopper to kick-back and enjoy a whole host of treatments while showered in the neon light of Dior.
Clad completely in luxurious graphic black lacquer décor with echoes of fluorescent neon shades, the world of Dior is stylishly defined. The buzz and excitement of a backstage type make-up zone juxtaposes the fragrance area, a modern Dior twist on an apothecary with limited edition Privee Collection travel sets and a whole host of other tempting new releases. Occupying the entire ground floor, this beauty emporium houses statement Dior art pieces, including an impressive-sized Miss Dior fragrance assembled out of 150 Miss Dior bottles, finished off with a large black satin bow.
Tripping through the venue on route upstairs, I discovered the most ingenious lash bar ever – with lashes on wands that allow the customer to frame the eye to get a very real ‘this is how they’d look on me’ effect. And, to celebrate the opening and pay homage to the legendary London district, Dior’s new and exclusive limited edition palette, Covent Garden, was there to coo over, adorned with its signature houndstooth motif. This duo of deep velvety black and steel grey shadow for the eyes, and a delectably soft pink gloss for the lips is Dior divine and will be the first in a series of Covent Garden collector’s editions. Eyes peeled from now on and a reason to keep Dior’s Beauty Boutique on your regular shopping roster!
It is the Dior Boutique upstairs area that really impacts on your first visit, crammed as it is with the mystique and class of Dior and its staff – always gracious but never obsequious. In the Covent Garden Beauty Boutique, Dior now introduces a dynamic approach to traditional make-up services with exquisite beauty experiences taking centre stage. For the first time ever, all Dior devotees are able to fully immerse themselves in the magical world of Dior. There’s services ranging from the Pret-a-Party – your very own ready-to-wear party look at cocktail hour. Stop by the Boutique and let Dior beautify you, the perfect pre date night preparation to a Make-Up Party where Dior’s International Pro Team make-up artist, Jamie Coombes, holds a make-up masterclass, for you and your friends, teaching the tricks of the trade. Also available is make-up coaching, flower art (find your signature fragrance and let Dior’s flower artist use it as an inspiration to explore the different flower compositions that best represent you and your chosen fragrance) and Make Your Fragrance Truly Yours, where you can personalise your favourite scent & make it unique by selecting a word, a name, a message and having a Dior Artist engrave this personal message on your bottle.
There’s also a Dior Nail Art nail bar where the manicurist brings the runway to your fingertips with nail art inspired Raf Simons’ collections and a Skincare Masterclass where the customer can discover Dior’s skincare products and learn about the flowers from the Dior gardens, the source of Dior’s key skincare ingredients. For the ultimate pre-Christmas self-treat or gift, there’s the Dior Concierge wherein a private chauffeur picks you up from home or work and takes you straight to the boutique. Any gifts purchased can even be delivered straight to your loved ones door. Service with panache, indeed.
The Dior Beauty Boutique is a welcome edition to London’s beauty market for its limited editions, style, innovative services and sheer understated sophistication. I wonder what their next-door rivals make of it?
For prices, visit or contact the Dior Beauty Boutique is at Unit 4, The Market, Covent Garden, London WC2E 8RA Tel: 020 7563 6343. The Limited Edition Covent Garden Palette RRP £52.00