DIOR launched the first product of Dior Prestige series on January 8, 2019, and successively released other products of the same series. An offline pop-up exhibition was held at Guangzhou Taikoo Hui on May 23. @王丽坤was invited as a special guest. @黎贝卡的异想世界, @秦思 and other KOLs participated in the event and published posts. During the Double Seventh Festival, @妙琳Yukiki, @QiQi靓靓, etc. posted the Dior Prestige product reviews. Weibo hashtag #迪奥花秘瑰萃# tracked over 50.2M views. Dior adopts a marketing strategy of regular launches of the same product series. Besides maintaining its brand exposure, Dior has significantly increased its media value. Dior’s total media value in 2019 increased by 67.5% YoY.