Core Viewpoint - LV has launched a new beauty line, La Beauté, including lipsticks, lip balms, and eyeshadow palettes, amid declining sales in its traditional leather goods sector. The high pricing strategy, with lipsticks priced at 1200 yuan, has sparked debate about the viability of this new venture [1][2][4]. Group 1: Product Launch and Pricing - LV has opened its first dedicated beauty store in Nanjing, featuring the La Beauté line, which includes 55 lipsticks, 10 lip balms, and 8 eyeshadow palettes, all overseen by renowned makeup artist Pat McGrath [2][3]. - The pricing of LV's lipsticks at 1200 yuan each, with refill cartridges priced at 510 yuan, significantly exceeds competitors like Chanel and Dior, whose lipsticks range from 400 to 800 yuan [2][4]. Group 2: Market Context and Challenges - The luxury goods sector, including LVMH, is facing performance challenges, with LVMH reporting a 4% decline in revenue to 39.81 billion euros and a 22% drop in net profit to 5.69 billion euros in the first half of the year [4][5]. - Other luxury brands like Kering and Chanel have also reported significant declines in revenue and profit, indicating a broader trend of struggling sales in the luxury market [4][5]. Group 3: Strategic Implications - The move into beauty products is seen as a strategy to tap into new growth areas, as beauty lines have shown potential for growth even amid overall declines in luxury sales [4][5]. - Experts suggest that LV's high pricing strategy aims to enhance brand image and loyalty among high-end consumers rather than targeting the mass market [6][7]. Group 4: Consumer Behavior Trends - Recent data indicates that luxury consumers, particularly in China, are becoming more rational in their spending, with a notable decline in the willingness to increase luxury purchases [8]. - The shift in consumer preference towards experiential spending, such as travel and outdoor activities, poses additional challenges for luxury brands like LV [8].

箱包皮具卖不动，LV打起了美妆主意。近日，LV推出了全新美妆系列La Beauté，该系列产品包括了口红、唇膏、眼影盘等产品。奢侈品做美妆并不新鲜， 像爱马仕、开云集团早已布局美妆领域。但每支口红1200元的定价引发不小争议。在业内人士看来，LV发布美妆产品更多是为提高品牌形象，增强对高端 用户的服务能力，其目标消费用户并非大众消费者，而是LVMH的忠诚用户。但在LV箱包、皮具都不太好卖的当下，一支定价千元的口红生意真的这么好 做吗？这恐怕还需要市场验证。 LV开卖化妆品 近日，LV在南京德基广场揭幕了全球首家香水美妆精品店，其全新美妆系列La Beauté 同步在品牌官网和官方小程序首发。据了解，南京德基广场的独立美 妆门店是LV在全球范围内的首家美妆专门店。根据官方信息，"La Beauté"美妆新品由全球顶级彩妆师Pat McGrath担任创意总监，包含55款口红、10款润唇 膏和8款眼影盘。 从整体行业来看，奢侈品巨头布局彩妆已经不是新鲜事，据北京商报记者粗略统计，2020年后，包括爱马仕、普拉达、华伦天奴和Celine等数个奢侈品品牌 接连宣布推出包括彩妆、护肤品、指甲油等品类。但像LV这样产品定价 ...