LOUIS VUITTON
LV BEAUTY
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BRAND EXTENSION AND COLLABORATION PROJECT FOR THE LUXURY BRAND LOUIS VUITTON. TAKING INTO CONSIDERATION THE BRAND’S IDENTITY, SWOT AND PESTLE ANALYSIS, THE PROPOSED IDEA IS A COLLABORATION WITH JEFFREE STAR, SUCCESSFUL MAKEUP GURU, ENTREPRENEUR AND BEAUTY INFLUENCER, TO CREATE A UNIQUE MAKEUP LINE FOR LOUIS VUITTON LV BEAUTY BRAND EXTENSION.
PRODUCT DESIGN
The brand collaboration would include 11 lipsticks in neutral, bold, and over the top Jeffree colours, bronzer, contouring and highlighter palette, and multipurpose face serum. The creative concept behind the collection is about self-expression, beauty beyond controversy and gender fluidity since makeup alongside fashion has become such a powerful tool for people to be themselves and stand out of the crowd.
MARKETING CAMPAIGN & LAUNCH
The marketing campaign and launch activity would include digital marketing and in-store campaigns over a limited time period of 3 months. LV Beauty would be first launched at a POP-UP store and online on the Louis Vuitton website and Instagram page.
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The campaign would have Jeffree as the main focus, as well as LV's 11 muses applying and wearing the beauty line in time travel experiences in the past, present and future in several promotional videos and photos featured on Instagram Stories, website and Pop-Up Store.
POP-UP STORE
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Main theme: Futuristic Travel and Self Expression
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Products: LV Beauty, selection of clothing, sneakers, handbags and accessories
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Colors: metallic colors, neons, and bold hues to suggest youth, boldness and diversity
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Floor plan: 2 floors - Womenswear & Menswear / Beauty Universe with Lounge Area
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Services: Beauty Lab & Make it Yours (lipstick and serum customization and hot stamping), Photobooth
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To attend the POP-Up store, customers would have to book their spot online and receive the access key: a digital plane ticket.
Criticized for a controversial personality, Jeffree became a model and example for the culture and beauty industry, which resonates with Nicolas Gesquiere concept for the Pompidou Catwalk Show ‘’ It’s The beauty of controversy’’, being about self- expression, controversial yet colourful pieces, tapping into trends like gender neutral, avant-garde and futurism, which resonate with the vivid image of Jeffree Star.
