top of page

Designer Name Licensing Gone Too Far: Dior Faces Backlash Over Exorbitantly-Priced Baby Skincare

by Samara Morris

Is it Dior or just another licensing deal gone too far? What is Designer Name Licensing? Designer name licensing refers to the practice where a designer or a fashion brand grants permission to another party to use its name, logo, or other intellectual property in connection with the production and sale of products.

Image Credit: Pascal Le Segretain / Staff / Getty Images

This is a business arrangement that allows companies to capitalize on the reputation, image, and recognition associated with a particular designer or fashion brand. In the context of the fashion industry, designer name licensing typically involves a designer or a fashion house entering into agreements with third-party manufacturers or retailers. These agreements grant the licensee the right to produce and sell products using the designer's name and often other distinctive elements such as logos, trademarks, or design motifs.


Luxury fashion house Dior is facing criticism and a social media backlash following the launch of an extravagant baby skincare line, including a high-priced "scented water." Dior initially introduced its "baby care line" in 1970, which was later discontinued. The recent reimagining of this line, under the creative direction of Francis Kurkdijan, the renowned perfumer, has stirred controversy due to the exorbitant prices attached to the products.

With a "poetic encounter between children's fashion and fragrance," the line includes a $361 scented water, sparking concerns about the appropriateness and necessity of such luxury products for infants. As social media users express their astonishment and criticism, experts weigh in on the potential risks of using fragranced skincare on delicate baby skin.

Pediatric dermatologists and experts have chimed in on the controversy, emphasizing the delicacy of infant skin. The Royal Children's Hospital Melbourne notes that infant skin is still developing and is more susceptible to irritation from bacteria, irritants, and allergens. Professor Deshan Sebaratnam, a pediatric dermatologist, advises parents to keep baby skincare simple and bland, avoiding unnecessary fragrances, preservatives, or food products that might lead to sensitization and allergies.

The extravagant prices of Dior's baby skincare line have triggered widespread criticism on social media platforms. Commenters expressed disbelief at the hefty price tags, with some questioning the priorities of both the creators and potential buyers. Concerns were raised about the affordability of these luxury products, considering that many families struggle to meet essential needs for their infants. Criticism focused on the belief that babies do not require such high-end skincare, with comments like "Can't tell who the bigger clowns are – the makers or the buyers."

In closing, Dior's foray into high-end baby skincare has sparked controversy, with critics questioning the necessity and safety of such products for infants. The social media backlash reflects concerns about affordability and the potential risks associated with using fragranced skincare on delicate baby skin.

As the luxury fashion house faces public scrutiny, experts emphasize the importance of keeping baby skincare simple, bland, and free from unnecessary additives. Parents are urged to seek advice from medical professionals rather than relying on social media or online information to ensure the well-being of their infants.


bottom of page