Review of Dior ‘Diorshow’ 2025 Ad Campaign by Dior Beauty Creative and Image Director Peter Philips featuring Deva Cassel and Willow Smith.
Dior’s 2025 “Diorshow” campaign, under the creative helm of Peter Philips—Creative and Image Director for Dior Makeup—introduces a striking new chapter in the House’s storied beauty legacy. Embodied by brand ambassadors Deva Cassel and Willow Smith, the campaign spotlights the transformative power of a deeply saturated, satin-matte black mascara. From couture-runway allure to everyday glamour, Dior underscores how a single beauty product can capture and elevate the essence of modern femininity.
The visuals center on bold, high-voltage lashes set against a chic and minimalist backdrop, accentuating every flutter and glance. The House’s iconic cannage motif decorates the mascara’s tube like a couture accessory, lending a sense of timeless Dior heritage. Meanwhile, limited-edition Diorshow 5 Couleurs palettes—also clad in subtle cannage—offer versatile, neutral color harmonies. It’s a compelling narrative: a day-to-night storyline where neutral warmth meets dramatic intensity, all staged with the quiet sophistication that defines Dior’s aesthetic.
This campaign’s real strength lies in its balance between runway-inspired theatrics and the practicality of everyday beauty. The mascara’s formula promises instant volume—courtesy of a “ready-to-wear” approach—and remarkable lash-by-lash definition, appealing to both makeup connoisseurs and casual users alike. The integrated satin-matte finish channels couture rebellion, maintaining a hint of edge beneath polished refinement. The newly launched Diorshow Liquid Liner further extends this bold statement, with a waterproof formula ensuring a 24-hour no-transfer result—an essential for the modern, active audience. One could argue the campaign leans a bit heavily on references to heritage and runway fantasy; however, that same consistent motif underscores Dior’s DNA, making the experience feel cohesive rather than repetitive.
Overall, “Diorshow Overvolume” is a testament to Dior’s ability to translate high-fashion theatrics into accessible luxury. Like a perfectly cut dress with hidden pockets, it marries couture aspirations with real-world utility—reminding us that, in the theater of beauty, even a single swipe of mascara can steal the show.
Dior Beauty Creative and Image Director | Peter Philips
Talent | Deva Cassel and Willow Smith