Louis Vuitton to launch a makeup brand

This autumn, Louis Vuitton will launch its La Beauté Louis Vuitton collection with 55 lipsticks, 10 lip balms and eight eyeshadows in over 100 stores around the world.

The brand, which already sells luxury fragrance, has announced that British makeup artist Dame Pat McGrath will be its creative director.

McGrath already has her own colour cosmetics range, Pat McGrath Labs.

She has long been a favourite makeup artist for the fashion industry and stood out last year at John Galliano’s Maison Margiela fashion show last year when she famously made models look like porcelain dolls.

In response to the new announcement, McGrath said “The beauty universe is about so much more than just product, and what we are creating here will unlock a new level in luxury beauty.”

British makeup artist Pat McGrath will be creative director and said the range “will unlock a new level in luxury beauty.” (Louis Vuitton / LVMH)

An attempt to attract younger customers?

The production of the range is said to be in France and the products are likely to be packaged in leather goods in a nod to the brand’s famous accessories.

The move by the LVMH brand comes as the fashion industry continues to face slowing sales and may be an attempt to attract interest from younger shoppers. Particularly as the price point is significantly lower than the cost of the brand’s clothes and accessories.

Many high fashion brands have branched out into the lucrative beauty category in recent years., including Hermes, Celine and Valentino to name a few.

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