Head to Granville in northern France and you’ll find Dior’s latest launch: the Dior Rose Garden. For the French house, it’s more than just a field in which to grow roses for its beauty offering, it’s a statement about its future. Each element of this land has been carefully thought out and planned. From meticulously analyzed soil and plant choices to meticulously planted roses, the rose garden represents Dior’s mission statement for its future in skincare.
Purchased two years ago, after five years of searching for a suitable location on the ground, the fields were replenished and planted with 11,000 roses. Tens of thousands of other plants followed on the seven-hectare site, all grown without pesticides and with green manures. Biosphere’s agroecological transition experts helped Dior design a garden of the future, resolutely oriented towards regenerative culture. Not only does the approach have a positive impact on biodiversity, soil health and richness, but it also preserves the integrity of the Rose de Granville – the key ingredient in Dior’s latest skincare launch, Dior Prestige La Crème. .
The cream exploits the self-regenerating properties of the flower. Once the roses are picked, they go straight into an on-site built laboratory, where a high-tech extraction process begins to cultivate the active ingredient they contain. Rosapeptide has a unique molecular spectrum that acts on eight biomarkers of youth – including collagen, hyaluronic acid and ceramides – with the aim of turning back the time of the three layers of tissue that make up the skin. In addition to this amplified approach to anti-aging, Dior has continued its mission to be more environmentally friendly: the product is housed in a refillable glass jar, and consumers can access detailed product details via a code. QR, rather than a paper leaflet.