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一支口红1200元,LV入场美妆能分到蛋糕吗
Di Yi Cai Jing· 2025-08-25 10:17
Core Viewpoint - The luxury goods industry is facing challenges, prompting brands to explore new business avenues such as cosmetics, with Louis Vuitton (LV) entering the beauty market later than its competitors [1][6]. Group 1: LV's Entry into the Beauty Market - LV announced its entry into the beauty sector on August 20, launching a new makeup line in China, which includes a variety of products except eyeshadow [1][3]. - The new makeup line took four years to prepare and features products like 8 palettes of four-color eyeshadows, 10 transparent lip balms, and 55 shades of LV Rouge lipsticks [3][4]. - The first global perfume and beauty boutique was opened in Nanjing, with the Shanghai Hang Lung Plaza being the only offline store for LV beauty products in Shanghai [3][4]. Group 2: Competitive Landscape - LV is the last among top luxury brands to enter the beauty market, with Chanel and Dior having established their beauty lines decades ago [6]. - Chanel's beauty segment accounted for about one-third of its total sales, while Dior has been in the beauty business for nearly 80 years [6]. - Other luxury brands like Gucci and Burberry are also launching beauty products, recognizing the rapid growth and immediate revenue potential of the cosmetics market [8]. Group 3: Market Performance and Trends - The beauty segment has shown resilience amid overall stagnation in luxury goods sales, becoming a bright spot for brands like LVMH, which reported stable revenue in its perfume and cosmetics division [8]. - LVMH's perfume and cosmetics revenue reached €4.082 billion in the first half of the year, a slight decline of 1% year-over-year, indicating a need for independent operational systems to enhance growth [8]. - Despite the potential, the beauty segment's contribution remains limited, with Hermes reporting a 4.1% decline in its beauty and fragrance revenue to €248 million, representing only 3.1% of its total revenue [8].