In the luxury goods’ market the commercial marketing communication to end users is rather limited, has low reach and effect. Instead more direct response, brand preference and loyalty is achieved by integrated marketing tactics and delivering the complete quality of the product-service… The writing aims to corroborate the benefit of effective internal communication, to outline the importance of internal marketing in strategical questions as well as in change management; to distinguish between internal communication and internal marketing and emphasize the importance of combining them and last but not least to point out the possible frames which facilitate the inside-out brand communication. The writing is concentrated on inside out communication of Christian Dior’s brand in Tallinna Kaubamaja’s Beauty department.