Face Of The Future

How will your skin age? Stave off the signs of time with a predictive approach that opens a new chapter in millennial skincare. 

- Joyce Cheo

“Outspoken” and “ambitious” are words commonly used to describe millennials, a generation defined as those born between the early eighties to mid-nineties. Having come of age in a time of rapid technological advancements, they are a lot savvier when it comes to consuming information. In other words, there is little to no chance of “force feeding” this generation with unwanted content. Moreover, they believe in living in the moment (#yolo has racked up over 27 million posts on Instagram), and are more interested in instant gratification than long-term benefits.

According to a JPMorgan Chase study, millennials are overtaking baby boomers as the largest generation, which means they will become the biggest spenders in the next decade or so. No wonder marketers are scrambling to reach them, and Dior is no exception. Its answer to winning over this generation? A new range of skincare called Capture Youth. As its name suggests, Capture Youth takes on a preventative approach, targeted at young millennial women in their twenties. Joining the likes of Natalie Portman, Jennifer Lawrence and Charlize Theron is Cara Delevingne, who will front the new range’s campaigns.