Dior, Bloomies Paint it Red with Fox's Rouge - Christian Dior and Bloomingdale's Inc. promote 'Moulin Rouge' - Brief Article

Brandweek, April 2, 2001 by David Finnigan

Christian Dior and Bloomingdale's are backing 20th Century Fox's Moulin Rouge with an exclusive limited-edition lipstick based on the film's red palette, plus clothes inspired by the film from a dozen designers.

"Christian Dior, obviously, does such a beautiful job with their product that they're a no-brainer, and Bloomingdale's is such a perfect retail match," said Rita Prosyak, Fox director of feature film promotions.

Moulin Rouge Red lipstick arrives at Bloomingdale's Dior makeup counters April 16 along with complimentary color palettes for eyeliner, eye shadow, blush and nail polish.

Dior and the upscale retailer are running print ads in The New York Times with hype to follow on the Bloomies Web site. Dior is also hiring cabaret-clad models to work makeup counters, where Moulin makeovers will be offered amid red velvet chairs and TVs airing film footage.

Opening June 1 nationwide and slated to kick off next month's Cannes Film Festival, Moulin stars Nicole Kidman and depicts the cancan and cabaret world of Paris in 1899.

All 23 Bloomingdale's stores will carry the lipstick; stores in Los Angeles' Century City and Manhattan's 59th Street will also carry an inspired-by-Moulin line of ready-to-wear evening gowns and accessories from designers including Jessica McClintock and Anna Sui.

Moulin director Baz Luhrmann, who made the 1996 remake Romeo + Juliet and the Australian sleeper Strictly Ballroom, infused this period film with colorful vibrancy to which Fox anchored promotions that could "translate that vision into product," said Prosyak.

Along with the Dior/Bloomie's push, Christie's will send on tour the 138-karat diamond Stefano Kanturi necklace worn onscreen by Kidman and will put it up for auction in October.