After a long wait, Valentino decided to launch its makeup line. However, its decision comes at a time when many of its rivals, such as Chanel, Dior, and Givenchy, already established their beauty line.
Meanwhile, luxury brands that recently entered the beauty market have had a lot of success. In the first month after its launch in 2019, Gucci sold over one million tubes of lipstick. The launch of Hermès’ lipstick was also a success.
The specialist behind Valentino beauty products
Cosmetics, like fragrance, are often used as a brand extension for high-end brands. Lipstick, foundation, and bronzer are accessible to the general public and can be sold in department stores, airports, and even pharmacies without jeopardizing the appeal of handbags and accessories bearing the same logo. Behind the scenes, the hard work that goes into developing these items is often delegated to seasoned cosmetologists.
L’Oréal, a long-established industry beauty specialist, was approved to produce Valentino’s beauty products. Licensing is a popular option for businesses without in-house chemists who want to manufacture beauty products. Coty, a licensee of Gucci, makes the lipsticks.
What Does the Collection Comprise?
The new Valentino beauty collection will consist of fourteen core items, with limited beauty drops planned to coincide with the brand’s runway shows.
Valentino will release a line of color cosmetics, including lipstick and foundation in a variety of colors, in the coming weeks. The launch of the cosmetics will be followed by the release of a new cosmetics clutch bag that can accommodate lipstick and face powder.
Has Valentino Marketed Beauty Products Before?
Valentino is no stranger to the world of elegance. Before signing a deal with L’Oréal to produce its beauty products in 2018, the company marketed perfume through licensing agreements with Unilever, Procter & Gamble, and Puig. The partnership’s first fragrances were launched in 2019. Lady Gaga was the voice of Voce Viva, which was released in 2020.
According to Garance Delaye, global president of Valentino Beauty, the mission at Valentino was to create direct ties between the fashion house and its beauty products. Pierpaolo Piccioli, the creative director, customized a bag that debuted on his spring/summer 2017 runway for the cosmetics purse, which included a detachable gold chain. According to Delaye, Piccioli wanted to have a balance between couture and clash.
Hence the gold logos are the “couture” part, while the updated reds used for packaging and lipstick are the “clash.” According to Piccioli, the lip color in “Rosso 22” is a “modern red with a kind of punk, pink hue,” a younger derivative of the house’s iconic red.
Delaye also says that the Valentino makeup line is divided into two categories: iconic, heritage-driven designer labels and newer lines that embrace individuality and provide more color shades, ie, Valentino’s contains 50 lipstick shades and 40 foundation shades.
As the world works to recover from the COVID-19 pandemic, Valentino is banking on a beauty comeback. The popular department store Selfridges will host a pop-up shop on May 31 that will last for a month. Customers can also pre-order on Valentino’s e-commerce platform in the United States. Bloomingdale’s, Nordstrom, and Neiman Marcus will all carry the line in August. Also, as of August, the items will be available on China’s T-Mall website.
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