Salty Girl Carthago Delenda Esshirt
Makeup done by Pat McGrath Labs at Louis Vuitton’s runway shows (Left) Louis Vuitton ready-to-wear AW19 (Right) Louis Vuitton womenswear SS20. Meanwhile, Louis Vuitton’s strategic recruitment of in-house talent from Pharrell Williams for menswear to perfume nose Jacques Cavallier Belletrud and now makeup maestro McGrath gives the brand a powerful point of difference in an increasingly crowded market. “If you’re launching into a saturated space, you need a unique story to tell,” Rambourg says. Bringing McGrath on board signals a strong commitment to artistry and product innovation — a must-have for today’s savvy and fussy beauty customer that demands money well spent. “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,” McGrath said in a statement. McGrath’s decades-long career spans defining runway moments at Alexander McQueen, Anna Sui, Valentino, Maison Margiela and Dior, alongside her eponymous brand, renowned for high-performance, pigment-rich formulations. She is also famous for her backstage innovations, such as using unconventional materials like gold leaf and Swarovski crystals to create never-before-seen textures in makeup. Leaning into such a creative force — one who understands cosmetics and fuels cultural cachet — is a strategic move for a luxury player making its beauty debut, says Payne.Salty Girl Carthago Delenda Esshirt
Two of Pat McGrath’s most avant-garde makeup looks seen at Valentino’s SS19 show (Left) and Givenchy’s SS16 show (Right). Louis Vuitton enters beauty with significant advantages. But the launch will require more than translating its monogrammed prestige into lipstick tubes. Competition is fierce, with players reshaping and others looking to rebalance in the industry. “Estée Lauder’s aggressive expansion into China and travel retail over the past two decades exemplifies the shifting tides,” says Pauline Oudin, CEO of gradient marketing agency. “While that strategy delivered strong returns for years, it left the brand vulnerable in the US, where niche, digitally native brands gained ground. Today, the most influential beauty brands on social media have emerged within the past decade, proving that new prestige players are reshaping the industry and capturing market share.” Meanwhile, Chanel is doubling down on quality control, introducing barcodes to its beauty packaging to combat counterfeits and reinforce exclusivity. For Louis Vuitton, agility will be critical as the landscape demands a mix of quality, high-growth channels, innovation and consumer retention.
Product Highlights
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