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LVMH’s luxury fashion brand Louis Vuitton has ventured into colour cosmetics with its new La Beauté Louis Vuitton collection, which will launch exclusively in China on 20 August and will be available for online pre-order on 25 August and in select global retailers from 29 August.
The brand, which already sells luxury fragrance, worked with British makeup artist Dame Pat McGrath and Master Perfumer, Jacques Cavallier Belletrud, to create the range, which has apparently been four years in the making.
The range will include eight refillable eye palettes priced at €220 each. (Louis Vuitton (LVMH))
Fragranced lip balms & lipsticks
La Beauté is launching with 10 LV Baume lip balms (€140 each), 55 different shades of LV Rouge Lipstick (€140) and eight LV Ombres eyeshadow compacts (€220 each).
The lip products are fragranced and for this, the brand worked with Master Perfumer, Jacques Cavallier Belletrud. The LV Rouge range has a blend of mimosa, jasmine and rose and the Baumes feature raspberry and mint.
According to Belletrud, creating scent for lip colour cosmetics was a completely different challenge than for skin. “The scent sits much closer to the wearer’s nose, so it must be delicate yet expressive,” he said.
McGrath said that the products were carefully designed to be high performance. “With product development I have always been obsessed with the smallest of details,” she said.
“The perfection needed in product texture, the precise application methods, just the right amount of pigment pay-off, and how products should make you feel.”
Heirloom packaging: a strategic move
Interestingly, while the products have a luxury price point, they are also designed to be refillable and become an ‘heirloom’ item, which McGrath noted will “unlock a new level in luxury beauty.”
The makeup artist and entrepreneur already has her own colour cosmetics range, Pat McGrath Labs. And has long been a favourite makeup artist for the fashion industry.
Chairman and CEO at Louis Vuitton, Pietro Beccari said that La Beauté Louis Vuitton is “a natural business evolution, driven by our meticulous attention to quality, formula and innovation.”
In launching its colour cosmetics range, Louis Vuitton follows other high fashion brands such as Hermes, Celine and Valentino, but is set apart by this focus on creating collectible keepsakes.
As the fashion industry continues to face slowing sales due to economic crisis and consumer demand for sustainability, this strategic move could give more shoppers a new reason to buy luxury.
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