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Louis Vuitton entame 2025 en fanfare! Its strategic entry into the beauty sector, guided by the visionary Pat McGrath, is a calculated move to tap into the burgeoning beauty and wellness market, projected to reach $677.19 billion by 2025 and grow at an annual rate of 3.37% from 2025 to 2030 (Source: Statista). This expansion makes sense, especially as makeup is essential to creating most brand images (think paid, earned, and owned media).
Introducing La Beauté Louis Vuitton Louis Vuitton is set to launch its inaugural makeup line, La Beauté Louis Vuitton, in Autumn 2025, under the creative direction of Dame Pat McGrath. The collection will feature 55 lipsticks, 10 lip balms, and eight eyeshadow palettes, accompanied by bespoke small leather goods like lipstick cases and a miniature trunk. (Source: Vogue Business) As a driver of French culture and heritage, Louis Vuitton dominates the world stage in dominating culture worldwide. We don't need to know the exact valuation to comprehend this behemoth force in the market. However, while living in Paris, being a global citizen, and studying luxury marketing, I have a deeper understanding of and respect for the strength of the Louis Vuitton brand. Its robust brand equity provides a solid foundation for venturing into the beauty industry, allowing the Maison to:
Wow, where can we begin with Dame Pat McGrath's "the most influential makeup artist in the world" accolades? Her appointment as the creative force behind La Beauté is a testament to her unparalleled influence in the industry. Her expertise in creating products catering to diverse skin tones and her understanding of global beauty dynamics has solidified her status as a transformative figure. Each season, McGrath conceptualizes and creates the beauty looks for over 60 ready-to-wear and couture shows across fashion capitals, collaborating with prestigious designers such as Prada, Miu Miu, Dior, Maison Margiela (unforgettable!), and McQueen. If nothing else, the Margiela show solidifies her place as the greatest to ever do it! Her alignment with the art world is another way she continually ascends to new heights in the beauty industry. For example, she told WWD in 2018, "For the Metropolitan Museum of Art to include makeup and makeup artistry alongside some of the greatest masterworks of Western art is truly exceptional." (Source: The Fashion Network) As we've learned in class, luxury is inextricably linked to art. Luxury brands are constantly referencing art in their product design, architecture, exhibitions, etc., to perpetually raise their value in the eyes of the consumer. Further, Pat McGrath Labs has transcended and captured the hearts (and wallets) of multiple generations, earning her accolades such as tThe CFDA - Council of Fashion Designers of America Founder’s Award - the first Makeup Artist in history selected for their highest honour, The British Fashion Council 2017 Award for Fashion Creator and Time Magazine’s 2019 100 Most Influential People, as a “Titan” of the fashion industry (Source: Pat McGrath LABS) She also boasts a following of 6 million on Instagram, and Louis Vuitton's announcement on Instagram garnered nearly 48K likes within the past 24 hours. (Source: Pat McGrath LABS IG.) In 2018, Eurazeo Brands invested $60 million in Pat McGrath Labs, with the brand's annual sales reportedly expected to reach more than $60 million at that time. Not to mention, within 3 years of the launch of Pat McGrath Labs, it became a unicorn, meaning valued at $1 billion! (Source: Allure)
The Perfect Strategic Elements
Louis Vuitton's marketing strategy for the beauty launch incorporates iconic brand elements:
Louis Vuitton may be considered a risk-taker in the industry, but this collaboration is highly strategic. The introduction of La Beauté is sure to invigorate competition among luxury brands. Houses like Chanel, YSL, Hermès, and Prada may respond by enhancing their beauty offerings to maintain market share. The collaboration with Pat McGrath is generating significant excitement and will drive traffic to Louis Vuitton stores, as evidenced by the enthusiastic reactions on social media platforms. A New Era for Luxury Beauty In conclusion, Louis Vuitton's collaboration with Pat McGrath to launch its makeup line is a strategic brand extension that blends its rich heritage with contemporary innovation. This move positions Louis Vuitton to seduce a new generation of luxury consumers, ensuring its legacy endures in the ever-evolving landscape of fashion and beauty. How do you think Chanel, Hermès, Tom Ford, YSL, and Prada will react to this bold move? The luxury beauty wars are officially heating up.
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AuthorBonjour, I’m Tsahia—friends call me Tash. I’m a Parisian luxury-focused entrepreneur and writer, living in the heart of Paris. I'm currently studying Global Luxury Brand Management at Sup de Luxe. 
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