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Anya Taylor-Joy capped a packed Tuesday in Los Angeles by swapping an Apple TV press event for the pink-clad world of Dior. Her appearance at a Beverly Hills pop-up for the revamped Dior Addict line highlights how celebrity partnerships are driving attention — and sales — for luxury beauty launches right now.
From a studio day to a luxury activation
Earlier in the afternoon the actress stopped at Barker Hangar in Santa Monica to promote the Apple TV limited series Lucky, where she appeared alongside co-star Timothy Olyphant. By evening she was in the 90210 neighborhood for Christian Dior Parfums’ West Coast pop-up, a final stop after the concept opened in Tokyo.
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The event was positioned as much about spectacle as it was product: a candy-colored installation called the Dior Addict Sweet Shop showcased the newly reformulated lip glow oil and a trio of fresh scent entries in the Dior Addict perfume family.
Who was there — and what it signaled
Taylor-Joy appeared with fellow campaign face Willow Smith. The guest list included Dior makeup chief Peter Philips and perfumer Francis Kurkdjian, alongside actors and influencers connected to the brand.
This kind of concentrated celebrity presence is increasingly common in luxury beauty rollouts, where a short-lived experiential space doubles as both retail and social content studio — a way to create immediate visibility and press-friendly moments.
- Products showcased: the updated Dior Addict lip glow oil (now offered in 14 shades and three finishes) and three new fragrances — Rosy Glow, Peachy Glow and Purple Glow.
- Activation format: pop-up retail with thematic merchandising and a sweets-focused installation to drive social engagement.
- Timing: pop-up opened in Tokyo first and closed with the Beverly Hills appearance on Feb. 3, 2026.
Behind the moments
On the red-hued floor, guests could roam displays of the makeup range and sample fragrances while photographers captured short-form content fit for social feeds. Sources at the event noted a deliberately theatrical approach designed to emphasize the playful, youthful edge of the Dior Addict sub-brand.
Taylor-Joy described the campaign shoot as a welcome contrast to long night shoots on set, saying the experience felt like stepping into a “pink candy wonderland” — a sentiment that underlines how brands are using immersive aesthetics to shape the public image of their launches.
Images from the evening were credited to Virisa Yong for Christian Dior Parfums.
Why this matters now
Luxury houses are leaning heavily on experiential marketing to cut through a crowded beauty market. For consumers, that means new product formats arrive with more immediate availability cues and in-person sampling opportunities; for the industry, it accelerates buzz and creates shareable moments that extend a launch’s lifespan beyond traditional advertising.
Expect similar activations around major beauty drops this year as brands chase attention on social platforms and in-season press calendars. For shoppers keen to try the new Dior Addict range, the collection’s wider rollout — including the 14-shade lip glow oil and the three Glow fragrances — will determine how quickly the pop-up’s curated experience translates into sales.
