Anya Taylor-Joy Fronting Dior Forever Campaign Ensemble at the Salk Institute – WWD

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PARIS – Fifteen years after introducing Dior Forever, the founding brand will have a new campaign featuring Anya Taylor-Joy at the Salk Institute, WWD has learned in an exclusive preview.

In the spot, Taylor-Joy, a Dior ambassador representing women’s fashion and beauty, appears with actress Yara Shahidi. The campaign was directed by Damien Krisl and photographed by Camilla Akrans.

In 1959, physician Jonas Salk, who developed the polio vaccine, turned to architect Louis Kahn to create the bold, modernist research center he envisioned in the La Jolla community of San Diego, in California. The campus was completed in 1965.

Dior Forever, first released in 2007, offered formulations that combined longwear and skincare attributes. In 2019, the new generation of its products, created by Peter Philips, Creative and Image Director of Dior Makeup, is launched. These are billed to have a longer, 24 hour wear, more skincare attributes and a cleaner formula.

The launch was successful. According to data from NPD Group, as of February 2022, Dior Forever ranks among the top 10 fluid foundations for the first time.

Dior Forever, which has 42 shades, ranked first in the fluid foundation category in France and Italy, and third in the segment in the UK and Spain. Dior Forever has become the best-selling facial franchise in Germany. In Japan, Dior Forever sales were up 75% in February 2022 compared to February 2021, according to NPD data.

The new campaign featuring Taylor-Joy is set to end in January 2023.

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