While the makeup category was the fastest growing category in the first semester in the USA, with a +18% growth rate, with lips leading the group, followed by foundations, and the eyes, hybrid products attracted the attention through their ability to address skin problems with innovative makeup functions, e.g. Clarins Tinted Oleo Serum.
In several sectors, this performance is enhanced by creative packaging that resembles luxury handicrafts.
A glass case to showcase 31 Le Rouge
In this particular sector, Chanel stands out in two ways with its latest creation: 31 Le Rouge, its first lipstick in glass. A rechargeable case. Chanel presents 31 Le Rouge as “a faceted prism of light reflecting the mirrors of the famous staircase on rue Cambon in Paris, which pays tribute to the birthplace of Chanel’s creation.” The case symbolizes “the elegance of a jewel [which] concentrates the technical prowess of a design without aesthetic compromise.”
The glass case’s pure lines enhances the metal mechanism whose brilliance is magnified by the transparency of the glass. Chanel called on a Japanese master glass-maker. “The technique was used for the first time on a design for a lipstick case,” Chanel confirms. Glass replaces the usual materials (plastic, metal, wood) of the case. This creation required four years of development to transform its apparent fragility into strength. With 31 Le Rouge, Chanel recasts lipstick into an object of art, born from merging glass-making know-how to haute perfumery and technology. For an enhanced sensuality, 31 Le Rouge has a delicate gardenia inspired scent. This creation is available exclusively in Chanel boutiques.
Beauty is an Art in Movement
The Louvre Museum and Lancôme joined forces as part of an unprecedented collaboration. Inspired by nine masterpieces of sculpture as well as by the light and colors of the museum, Lancôme imagined a new skincare and makeup collection signed Lancôme x Louvre. The campaign personifying this launch was filmed at the Louvre Museum, with Zendaya, Aya Nakamura, Amanda Seyfried… ambassadors and muses of this alliance. These four women embody the beauty of our time with their vibrant personalities, echoing the codes and myths of certain iconic sculptures. For this unique partnership, Lancôme was inspired by the Venus de Milo, the Victory of Samothrace, Corina, the Diana of Gabies, the Nymph with the Scorpion, Echo, Hygieia, the Venus of Arles and finally, the Hermaphrodite. Each of these works, through its history and that of the myth it embodies, inspired Lisa Eldridge, makeup creative director at Lancôme, to create this makeup collection.
Luxury couture and ready-to-wear brands continue to contribute to the health of the beauty market. Alongside brands that have been present for a long time (Dior, YSL, Louis Vuitton, Chanel, etc.), new brands launch into this market. Thus, the Spanish brand Loewe, according to the Lyst Index, is already at the top of the ranking.
After the launch of Prada Skincare and Makeup, Rabanne has presented its makeup range. Lipstick and eyeshadow packaging are inspired by the traditional iconic metallic pieces that made the designer famous.
To develop their prestige and attract new audiences, brands are reinventing their message and their presence such as Skinceuticals which has just launched a “Skin Labs” Treatment Tour during New York Fashion Week so as to educate consumers on both treatments and care products. Guests receive a skin analysis, professional treatments (Hydra Facial), a CE Ferulic Serum (normal size), and a USD 50 voucher towards a treatment in a Skin Labs or in a flagship store.
