Parfums Christian Dior and Lotte Duty Free host VIP Prestige beauty masterclass in Seoul

The event underscored Dior’s focus on cultivating premium retail theatre and bespoke brand storytelling in travel retail’s key beauty markets.

May 29, 2025 - 00:20

Parfums Christian Dior and Lotte Duty Free host VIP Prestige beauty masterclass in Seoul

**The Dior Prestige masterclass combined expert-led skincare demonstrations with floral-themed activities, offering a high-touch beauty experience for VIP guests in the heart of Seoul**

SOUTH KOREA. Parfums Christian Dior partnered with Lotte Duty Free to host an exclusive two-day Dior Prestige Beauty Class in Seoul from 21-22 May. The partners welcomed VIP guests to an immersive luxury skincare experience centred around the brand’s most premium skincare line.

The event, held at The Lotte Lounge in the retailer’s flagship store in Myeong-dong, invited attendees to discover the science and craftsmanship behind the Dior Prestige line.

Six intimate sessions were delivered over two days, offering personalised consultations and hands-on demonstrations of the full Dior Prestige ritual – from cleansing to serum application – guided by Dior’s expert beauty consultants.

**Guests at the Dior Prestige Beauty Class were introduced to the Rose de Granville, a resilient bloom cultivated in Normandy and the key botanical ingredient in Dior’s most luxurious skincare line**

A key highlight of the masterclass was the in-depth presentation of Dior’s signature La Micro-Huile de Rose Activated Serum and the newly launched Le Nectar Integral.

Guests explored the sensorial textures and high-performance formulations of both products complete with guidance on massage techniques.

At the heart of the Dior Prestige masterclass was the Rose de Granville – a symbol of the House’s nature, heritage and innovation fusion. Cultivated near Christian Dior’s childhood home in Normandy, the rose is renowned for its resilience and revitalising properties, forming the cornerstone of the Prestige skincare range.

Guests were invited to discover the story behind the flower, which characterised Christian Dior’s early years spent in his mother’s flower garden. This sparked a lifelong passion for flowers and continues to influence the brand’s creations across fragrance, fashion and skincare.

The masterclass highlighted how the Rose de Granville embodies Dior’s commitment to craftsmanship and innovation. It offered deeper connection to the House’s legacy through a sensorial and story-driven skincare experience.

**Central to the event was an exclusive presentation of La Micro-Huile de Rose Activated Serum and the newly launched Le Nectar Integral, two signature products from the Dior Prestige line**

Beyond the skincare ritual, guests were invited to engage with the wider storytelling of Dior through a series of curated touchpoints. A Dior-inspired tea set, themed around the Rose de Granville, provided a moment of indulgence. Additionally, a floral workshop offered the chance to assemble customised gifting boxes featuring fresh roses – a personal memento of the experience.

The Dior Prestige Beauty Class is the latest in a series of high-touch activations by Parfums Christian Dior, with recent campaigns in Miami and Bangkok.