Peter Philips on Reinventing a Cult Classic
By Mackenzie Richard Zuckerman
When Dior launched its Backstage line seven years ago, it was a game-changer—ushering in a new era of professional-grade makeup designed for real life. But as beauty trends evolve and consumers grow savvier by the swipe, even cult classics deserve a reintroduction.
Enter Peter Philips, Creative and Image Director of Dior Makeup, who has led a reinvention of the Backstage collection that is as intelligent as it is intuitive. Speaking at a recent presentation, Philips outlined a refresh that builds on the line’s greatest hits—like the beloved Rosy Glow blush —while introducing subtle yet meaningful innovations in formula, texture, and tone.
“The idea,” Philips explains, “was really to bring the expertise of backstage beauty into someone’s personal space—to make products that are easy, effortless, and feel like they were applied by a professional.” Simplicity, however, does not mean compromise. The updated Backstage line maintains its pro-level performance while becoming more playful, accessible, and, yes—glowy.
At the heart of the relaunch is the technology behind Rosy Glow, a pH-reactive blush that adjusts to the skin’s natural undertones. While earlier iterations leaned into pinks and cooler tones, the new formulas are engineered to respond just as well to warm undertones—a detail Philips says took years to perfect. “We cracked it,” he says. “Now the product doesn’t just adapt to your skin —it celebrates it.”
Packaging also sees a refresh, with a nod to the heritage oblique Dior logo—originally designed by Marc Bohan—now woven into compacts and tubes for added elegance and visual cohesion across categories.
But it’s not just about aesthetics. Listening closely to consumer feedback, Philips and his team fine-tuned the formulas to deliver more pigment and payoff without sacrificing blendability. “A
lot of people loved the line, but they wanted just a little more. We gave them that—still buildable, but more expressive, more confident.”
A standout addition is the new pH-reactive stick blush: sheer, balmy, and irresistibly chic. It’s a direct evolution from past runway-exclusive products, now refined for everyday wear and available in seven shades—with more on the way. “It melts into the skin,” Philips says. “It feels like something you’d keep in your handbag just because it’s beautiful.”
The star of the launch, however, might just be the new Lip Butter—a plumping, hydrating, tinted balm that balances skincare benefits with joyful color. “It’s almost too cute to be real,” Philips laughs. “It’s nourishing, long-lasting, and looks like a little accessory. A treat for your lips.”
Beyond formula updates and hero products, what emerges most clearly from Philips’ vision is a shift in tone: a softer, more sensual approach to performance makeup. “Today’s consumers are incredibly informed. They don’t need to be told something is professional—they know. Now it’s about seduction. About texture. About glow. About joy.”
That joy is something Philips believes younger generations are redefining—opting not just for effectiveness, but for emotional connection and play. “By the time they’re eleven,” he jokes, “they already know more than makeup artists did 20 years ago.” It’s a new landscape, and Backstage is keeping pace—still grounded in artistry, now with an added wink of desire.
This relaunch doesn’t just respond to trends. It anticipates what beauty looks like when performance meets personality, when the backstage becomes front and center—and when glow isn’t just a finish, but a feeling.
Key Takeaways
- Backstage, Reimagined: Dior has relaunched its Backstage line to reflect a new era of beauty—one that blends pro-level performance with modern desirability, ease of use, and a touch of playful luxury.
- Consumer-Driven Formulas: Based on real user feedback, the line now offers greater color payoff, while remaining blendable and buildable—meeting both pro needs and everyday wearability.
- Breakthrough pH Technology: The new blushes and lip products feature updated pH-reactive formulas that adjust to both warm and cool undertones, expanding shade inclusivity and personalization.
- Strategic Pre-Launch: Dior smartly rolled out an exclusive pre-sale through the Sephora app, offering early access and building buzz before the official launch.
- Social Media Momentum: A coordinated TikTok influencer campaign seeded the line with Gen Z beauty tastemakers—driving organic viral traction before the collection hit shelves.
- Star-Powered Campaign: Directed by creative duo Les Torso and shot by Drew Vickers, the Spring 2025 campaign features high-wattage muses including Jenna Ortega, Jisoo, Anya Taylor-Joy, Nikita, and Akon, and leaned heavily into Instagram video content for reach and visibility.
- Packaging Refresh: The collection features updated packaging with the archival Dior oblique logo by Marc Bohan, aligning beauty with Dior’s broader brand language in fashion and accessories.
- Glow, Redefined: The concept of “glow” evolves beyond shimmer, now embracing texture and tone—products deliver a radiant finish that enhances the skin without emphasizing imperfections.
- Hero Products: Highlights include the new pH-reactive stick blush, Lip Butter, and additions to the Glow range—each delivering sensorial appeal, skin benefits, and a luxurious on-the-go experience.
- Next-Gen Appeal: Today’s beauty consumers are more informed than ever. Dior’s relaunch meets them with performance and polish—but also with personality, play, and joy.