Louis Vuitton has officially entered the world of beauty with La Beauté, the fashion house’s new brand aiming to set new standards in luxury makeup.
For its first collection of lipsticks, lipbalms, and eyeshadows, the brand has unveiled a worthy advertising campaign, starring actress and model Jung Hoyeon, the brand’s spokesperson and star of Squid Game.
The new brand is being creatively directed by the increasingly famous Pat McGrath, with whom La Beauté is already establishing itself as a leader in the beauty industry.
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“Having worked behind the scenes at Louis Vuitton for over 20 years,” says Pat McGrath, “I’m thrilled to play such a pivotal role in the launch of La Beauté Louis Vuitton, the result of extraordinary craftsmanship, creativity, and unparalleled innovation. The world of beauty is about so much more than just product, and what we’re creating will take luxury beauty to a new level.”
The line created by McGrath is formulated with high-quality ingredients and sustainable packaging.
Inspired by the new eyeshadow palette, La Beauté’s first advertising campaign is set in a blue desert with pink lakes. The images, shot by Steven Meisel, transport us into the universe of beauty according to Vuitton’s canons, with bold details and a magnetic femininity, thus embodying the iconic essence of the brand.
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The luxury house’s new collection includes 55 matte and satin lipsticks, 10 lip balms, eight eyeshadow palettes, blotting papers, a travel brush set, and small leather beauty cases in two limited-edition colors (Rouge Louis red and Tender Bliss pink), in addition to the traditional monogrammed brown, and a small lipstick trunk. The collection will be sold exclusively in 92 Louis Vuitton stores worldwide, through the British retailer Harrods, and in two pop-up stores in New York and Dosan Park, Seoul.
Making this collection even more exclusive is the in-store experience. The brand offers a variety of in-store customization options: palettes, lipsticks, and lip balms can be personalized with initials or numbers. The premium appeal of this new line is further underscored by the prices, which have already proven to be higher than those of many other high-end beauty brands.
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