{"id":65355,"date":"2025-07-30T13:42:19","date_gmt":"2025-07-30T09:42:19","guid":{"rendered":"https:\/\/graziamagazine.com\/me\/?post_type=articles&p=65355"},"modified":"2025-07-30T17:24:07","modified_gmt":"2025-07-30T13:24:07","slug":"dior-makeup-peter-philips","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/me\/articles\/dior-makeup-peter-philips\/","title":{"rendered":"Dior Makeup’s Peter Philips On How The House Is Flipping The Script In The Beauty World"},"content":{"rendered":"
\"dior
Photo: GRAZIA<\/figcaption><\/figure>\n

I\u2019ve set my phone down after a 15-minute doom scroll on TikTok. At this point in time, and algorithms, I\u2019m finding myself immersed in the so-called \u2018beauty blindness\u2019 side of the app. This is by no means a new concept in the world of TikTok, nor, in fact, in the beauty world in general \u2013 well, perhaps the name, but that\u2019s about it.<\/p>\n

For decades, we have long been embracing trends; with time, they fade away, and we look back more often than not, thinking the same thing: why on earth did we do that to ourselves? In the \u201990s, it was paper-thin eyebrows, followed by foundation lips in the 2000s, which was then succeeded by the \u2018full beat\u2019 in the 2010s. And now? Well, it\u2019s hard to pinpoint; we\u2019re in a world of micro trends, making it all but impossible to keep up.<\/p>\n

So, it poses the question, as a consumer \u2013 and someone who is on the periphery of the beauty industry \u2013 how are brands able to stay ahead of the curve? According to Peter Philips, creative & image director of Dior Makeup, it\u2019s about \u201cchallenging\u201d the market, which is exactly what he did eight years ago, launching the now-famed Dior Backstage line.<\/p>\n

At a time when, as Philips notes, many indie brands were emerging, Dior looked at creating a \u201cline to attract and seduce a younger audience that was maybe a bit too intimidated\u201d by the house\u2019s more luxurious collections.<\/p>\n

\u201cWe needed to really do something, to not become an old brand,\u201d he tells me, sitting down together in Dubai. \u201cSo, the idea of the Backstage line was created as almost a no-brainer line, as if a makeup artist was doing your makeup. The palettes were made in a way that you couldn\u2019t make any mistakes. We had a mistake-proof foundation with a guaranteed makeup result.\u201d<\/p>\n

That was all back in 2018, of course. Fast-forward to 2025, we\u2019re in a very different landscape across the board, but particularly in the beauty space. Now more than ever, consumers are more educated about the makeup they are wearing, how they are applying it and what a great product is (and what it isn\u2019t), which is a stark change to the rationale originally behind the creation of the Dior Backstage line.<\/p>\n

\u201cThe younger generation, they change, and they are now so knowledgeable, they know everything,\u201d Philips notes. \u201cWe don\u2019t have to give them an easy, no-brainer and makeup line anymore, because they want to be challenged. They want to be excited. They know they know how to do makeup.\u201d<\/p>\n

\"Dior
Dior Addict Lip Glow Butter in 101 Glazed Pink, 103 Toffee, 105 Lychee, DIOR, SHOP NOW<\/a><\/strong><\/figcaption><\/figure>\n

Enter a new era for Dior Backstage, bringing more playfulness and colour into the line, which Philips <\/span>describes as a \u201cyummy, less professional and a bit more fun\u201d iteration.<\/span><\/p>\n

The latest addition to the Backstage family is a vibrant trio: the Rosy Glow Stick, an updated Rosy Glow <\/span>Powder Blush, and a nourishing Lip Glow Butter. While the original Rosy Glow blush has long been <\/span>a cult favourite \u2013 thanks to its pH-reactive formula that adjusts to the skin\u2019s chemistry \u2013 the new stick <\/span>version brings the same smart technology in a buttery cream texture that melts into skin for a dewy, g<\/span>lowy finish.<\/span><\/p>\n

A sign of the times indeed. A mere eight years ago it was a matte finish that was all the rage. No glow <\/span>in sight. <\/span><\/p>\n

\u201cThe beauty landscape has been evolving constantly,\u201d Philips highlights. \u201cIt\u2019s very organic. It\u2019s very <\/span>diverse. There is so much happening. At Dior, I feel we\u2019ve been really good by staying in touch without <\/span>losing our credibility as an established house.\u201d<\/span><\/p>\n

For Philips, it\u2019s been about finding a balancing act between the house\u2019s loyal clientele over generations, <\/span>while also attracting a new audience. <\/span><\/p>\n

\u201cWe don\u2019t want to be estranged from our loyal clients, but we always try to seduce young, younger <\/span>generations to discover Dior so they don\u2019t feel that they have an old brand,\u201d he says. \u201cIt\u2019s just by, first <\/span>of all, being constant and delivering your quality. Because of social media and because of the openness <\/span>around makeup, there\u2019s no mystery about the product.\u201d<\/span><\/p>\n

Which takes us back to my initial question: How do you really stay ahead of the curve? <\/span><\/p>\n

\u201c[By] keeping your ears and your eyes open with respect towards your clients and your possible clients, <\/span>you stay relevant,\u201d Philips affirms. <\/span><\/p>\n

\"Dior
Dior Backstage Rosy Glow Stick, DIOR, SHOP NOW.<\/strong><\/a><\/figcaption><\/figure>\n

Following trends, though? Absolutely not.<\/span><\/p>\n

\u201cIt\u2019s not about trying to create a trend or trying to be hype, because that\u2019s not up to us,\u201d he adds. \u201cIt\u2019s <\/span>the people who use your products that will create a trend or make it hype. All we have to do is make sure <\/span>that we deliver and give a good tool for them to check and they can experiment and have fun with it.\u201d <\/span><\/p>\n

Well, if the last decade at Dior Makeup is anything to go on, Philips is continually on the money about <\/span>what will deliver the next global success. In fact, after having a quick scroll, I see the Rosy Glow Stick is <\/span>firmly on my feed. 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