Dior is launching a new anti-aging skin-care line, called Capture Youth, targeting a 30-something audience. And the LVMH-owned brand tapped 25-year-old model Cara Delevingne as the face of the campaign for the range. While it might be a bit shocking to see a youthful model fronting an anti-wrinkle product range, the line is reportedly aimed at delaying the first signs of aging. (It's fairly reasonable to start thinking about a preventative routine at the age of 25, or even earlier.)
The Capture Youth line was created in partnership with the Université Pierre et Marie Curie, based on findings that "the epidermis' intracellular antioxidant defense system, called glyoxalase, which controls skin's ability to fight against visible signs of aging and gets weakened by time and environmental factors." The line contains an extract of Florentine iris that is "able to increase the activity of glyoxalase," Edouard Mauvais-Jarvis, the environmental director and scientific communication director of Parfums Christian Dior, told WWD.
Dior's Capture Youth range is no doubt another attempt to reach millennial consumers, to which the brand's recent line of "Life" masks and treatments was also targeted. Delevingne joins the likes of Bella Hadid and Jennifer Lawrence as a Dior Beauty brand ambassador, but this isn't the veteran model's first beauty contract; she has worked with British makeup brand Rimmel in the past. In terms of existing anti-aging lines, Dior's Capture Totale line — targeted toward 40-to-50-year-old consumers — has been sold since 2010.
UPDATE, Jan. 3, 8:27 a.m.: Delevingne took to Instagram to share the official video for her Dior Capture Youth campaign. The range includes five serums — each designed to target a different preventative aging concern — as well as the Capture Youth Age-Delay Advanced Creme, into which you're supposed to mix the serum of your choice.
"Tomorrow is too late, yesterday is over, the time is now," begins Delevingne in the voiceover for the ad, which shows her posing in various Maria Grazia Chiuri-designed Dior pieces, hair blowing in the wind. Delevingne goes through the preventative aging claims of the products, noting that it's the antioxidants in the formulas that help you "stay young for longer."
Delevingne also shared a second, quirkier video, playing on the fact that her own initials match Christian Dior's, making her beauty contract with the brand a "perfect match."
And finally, Dior also shared a third video via Instagram featuring Delevingne repeating the word "woman" over and over (and also somehow still shilling their beauty products, though the link is a bit murky):
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.