Dior Beauty transformed Wulin Yintai Department Store in Hangzhou, China, into an immersive candy pink world from March 5 to 11, 2026, with the Dior Addict Pink Candy House pop up, a seven day experiential installation built around the brand’s most playful and wide ranging beauty launch in recent memory.
The activation is part of a sweeping global pop up tour that Dior Beauty has been rolling out across key markets since January, designed to bring the newly launched Dior Addict collection to life through sensorial retail environments that feel closer to a confectionery dream than a conventional beauty counter.
The Collection Behind the Campaign
The Hangzhou pop up centered on the 2026 Dior Addict collection, one of the most ambitious product launches the Maison has staged in the beauty space in years. At its core are three new Eau de Parfum fragrances: Rosy Glow, Peachy Glow, and Purple Glow, each crafted by Dior Perfume Creation Director Francis Kurkdjian. Rosy Glow, the star shade, is built around Damascus rose essence and lychee accents, layered over a creamy base with caramelized notes of dulce de leche.Â
The fragrances were designed to pair directly with the relaunched Dior Addict Lip Glow Oil, which arrives in 16 shades across three finishes: Sparkly, Glaze, and the classic Juicy, developed by Dior Creative and Image Director Peter Philip.
The collection’s three global ambassadors are Anya Taylor Joy, BLACKPINK‘s Jisoo, and Willow Smith. Each embodies one of the three fragrances, anchoring the campaign in a language of youthful glamour and individual glow. The visual identity of the entire launch draws from the candy pink hues of a French pâtisserie, reviving classic Dior symbols including the Fontanges bow in a distinctly modern, sugar coated register.
Inside the Pink Candy House
The Hangzhou space was designed to look and feel like a giant pink gift box tied with a luminous bow, a physical translation of the collection’s packaging and campaign aesthetic.
Guests moved through a space where beauty, fragrance, and confectionery merged into a single photogenic universe, with product testing stations, sweet treats, and immersive mirror moments built to encourage both trial and content creation.
The pop up followed in the footsteps of earlier stops on the Dior Addict Sweet Shop global tour, which launched in Tokyo’s Harajuku district in January 2026, before traveling to Hong Kong, Singapore at ION Orchard through March 15, and Indonesia, among other markets. Each location adapted the candy house concept to its local retail setting while maintaining the same chrome pink visual language throughout.
A Global Rollout Built for China
Hangzhou was a deliberate choice. As one of China’s most affluent and fashion forward cities, it offers Dior direct access to a younger luxury consumer who engages deeply with experiential retail and social content. Wulin Yintai Department Store, located in the heart of Hangzhou’s premium retail district, is one of the city’s most prestigious multi brand destinations, making it the natural anchor for an activation of this scale. By staging a dedicated pop up in Hangzhou rather than defaulting to Beijing or Shanghai, Dior Beauty signaled its intention to reach beyond China’s traditional luxury hubs and court the next generation of beauty consumers in tier one cities where brand loyalty is still being formed.
