The venerable fashion house is entering a crowded marketplace, thanks to newly-launched products from couture house Celine and long-established makeup collections from rivals like Chanel and Hermès. But, as La Beauté creative director Dame Pat McGrath put it in a press statement: “The beauty universe is about so much more than just product. What we are creating here will unlock a new level in luxury beauty.”
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While the lipsticks are currently commanding all the buzz, the refillable eyeshadow palettes clock in at an astronomical £190, and the accessories are even costlier. A Vuitton-monogrammed keychain lipstick case will set you back a cool £350 – you could buy 30 lipsticks at Superdrug for that.
Even among its high-end competitors, Vuitton’s prices are an outlier – a Hermès lipstick will set you back around £63, while you can pick up a Dior one for around £40. Even if you were a diehard Pat McGrath fan – and I can’t think of a single fashion addict who wasn’t wowed by the luminescent glass skin she pulled off at Maison Margiela’s spring/summer 2024 show – you can still tap into her artistry with her own beauty company Pat McGrath Labs, where a lipstick retails for £36.
Sue me, but if I had a spare £120 lying around, I would be putting one of those lipsticks in my shopping basket at a moment’s notice. I know, time to sharpen those pitchforks and grease the guillotine. I don’t think my eagerness to drop cash on something that will fall out of my handbag on a night out is a good thing, either.
But I know exactly what LV is up to with these prices – they provide a counterpoint to the rest of their collection, and one that singlehandedly catapults them into the centre of the cultural conversation.
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That tiny monogrammed lipstick case starts looking like a Vuitton Speedy – a very small one, perhaps, but one that still carries a faint whisper of the bigger, more luxurious thing. This mindset applies to one-percenters too. Everybody loves a bargain – it’s just that they probably view a hundred-pound lippie as their version of walking into Boots on a whim after work and getting something from the makeup aisle for a tenner.
The people who do end up purchasing these products will be well aware that these prices are ridiculous. They’ll know that dozens of other brands sell similar-ish lipsticks at significantly cheaper prices. They will know all this and buy it anyway, because luxury doesn’t work on an entirely rational level. If it did, why did I spend the last half hour browsing the La Beauté shade range?
Zing Tsjeng is a journalist, non-fiction author, and podcaster
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