Valentino waited sixty years to chronicle their signature red in a lipstick. For a brand whose trademark shade is the most common color in cosmetics, why did it take so long? At last, the maison has decided to waste no more time or opportunities, and is launching their very own line of cosmetics in late May.
In tune with the demands of 21st century consumers, Valentino’s makeup brand is set to be one of the most inclusive arrays in luxury beauty. Open to all genders, ages, and cultures, the wide variety of lipsticks and foundation shades will feature a perfect match for every skin tone and personal style. Beauty is typically exclusively marketed to women, but Valentino is changing the game. As the maison was the first to incorporate menswear into couture this season, their wide gender accessibility is no surprise.
L’Oréal is the lucky manufacturer to secure Valentino’s licensing, but the maison is still highly integrated in the cosmetics line’s making despite their branding agreement. Interestingly, Valentino is not following its luxury peers’ typical cosmetic brand extension formula. Rather than a more “stuffy” approach, the maison is tapping into new age makeup practices and injecting a bit of fun into their items.
Pierpaolo Piccioli, Valentino’s renowned Creative Director, envisioned the makeup line as “couture” for your face, with hints of “clash.” Non-models were used for the campaign to bring in relatable messaging, which was coupled with head-to-toe couture and bold makeup. Getting too real would diminish the luxury appeal.
Item pricing is quite comparable to Valentino’s neighboring luxury houses, with foundation selling for $64 and lipstick for $30. Of course fashion has a little moment in the collection as well, with a $235 mini clutch for your favorite products. Will the “average” person whom they seem to target be willing to pay the high fashion price tag? Most likely, yes. Consumers who dream of sporting designer labels have an affordable route through the purchase of luxury makeup. $30 for a lipstick seems like an excellent deal in comparison to a $3,000 handbag. Even during a pandemic.
If you’re a red lip fanatic, prepare for the most iconic version of your favorite color to drop. Valentino is finally claiming its space on the beauty counter.
Valentino will hold a month-long pop-up will at Selfridges beginning on May 31. Pre-order on Valentino’s website will open on June 1.