In a controversial move amidst the ongoing cost of living crisis, luxury fashion house Dior has unveiled a new line of skincare products specifically designed for infants, sparking outrage on social media due to its premium price tag.
The Baby Dior range, featuring four products tailored for infants, has garnered significant criticism for its steep cost, totaling US$535 (approximately NZ$910). The collection includes a cleansing foam, cleansing water, scented water, and moisturizer.
Originally introduced in 1970 and later discontinued, the concept of Baby Dior was revisited as one of the projects by Dior perfume creative director Francis Kurkdijan, who joined the brand in October of the previous year. Kurkdijan, known for creating the popular fragrance Baccarat Rouge 540, expressed that the revamped baby-care line pays homage to Christian Dior’s “happy and joyful” childhood, a sentiment he believes is central to the spirit of Dior.
Described by the luxury label as “an ode to the first steps and emotions of little ones,” the collection aims to provide gentle care for sensitive skin. The centerpiece, Bonne Étoile scented water, is an alcohol-free fragrance featuring “creative, childlike notes” of fruit, pillowy cotton, and velvety petals to “evoke sweet childhood memories.”
Parents are encouraged to incorporate the scent into a three-step skincare routine to “create precious shared memories with calming scents and formulas that have the utmost respect for delicate skin.”
Despite the brand’s intentions, the release of the high-priced range has faced significant backlash from consumers. Critics argue that the launch is “tone-deaf” given the current financial pressures many families are experiencing worldwide.
One Instagram user commented, “Yeah, OK. The average family can barely afford essentials for their babies, but let’s sell useless products for hundreds of dollars.” Another expressed disbelief, stating, “Can’t tell who the bigger clowns are – the makers or the buyers.”
Social media users also questioned the suitability of perfumed products for babies’ delicate skin, with concerns raised about the potential harm of synthetic chemicals in fragrances. Some emphasized the advice from experts, including Professor Deshan Sebaratnam, a paediatric dermatologist at Sydney’s Liverpool Hospital, who recommended keeping baby skincare “bland” to avoid sensitization and the development of allergies.
The Children’s Environmental Health Network warned about the harmful effects of petroleum-based chemicals in fragrances, particularly for asthmatic children. Experts recommended simple and inexpensive skincare routines for babies, consisting of preservative-free moisturizers and soap-free cleansers, emphasizing the need to avoid unnecessary fragrances and other potentially irritating substances.
As the debate continues on social media, Dior faces scrutiny for its decision to enter the infant skincare market with a high-end product line amid broader economic challenges faced by many.
