Come 2025, Louis Vuitton will introduce new additions to its collection that are sure to leave you wanting more. The flagship brand of the luxury conglomerate LVMH is set to make a splash in the competitive cosmetics market with the launch of its first range of lipsticks. Targeting Gen-Z and aiming to revive declining revenues in Asia, particularly in China, the French luxury label is expanding into beauty after becoming a symbol of travel. This marks a significant shift in focus from their iconic monogrammed leather goods to capturing the fascination of young Asian consumers with top-notch beauty products.
Interestingly, while competitors like Dior and Gucci price their lipsticks under $50, and Hermès offers theirs between $75 and $90, Louis Vuitton plans to exceed the €100 (or $110) mark, making them the priciest option on the market. According to Glitz, Louis Vuitton is actively seeking retail spaces of 50 to 60 square meters in department stores across East Asia to launch this collection, which is expected to sell out quickly. The higher price point will attract lipstick lovers seeking the pinnacle of luxury, and Louis Vuitton is ready to meet that demand.
“Louis Vuitton wants to attract Generation Z, born between 1997 and 2012, who, alongside millennials, will represent 75% of luxury customers by 2026,” says a source close to the matter. “This demographic is particularly drawn to cosmetics, which are seen as symbols of luxury access.” Louis Vuitton’s lipstick range will bolster its presence in the expanding global market, boosting sales with attractive margins and increasing loyalty among young consumers. Realistically, a woman might buy one or even three bags a year, but she won’t hesitate to purchase 10 lipsticks.
