Building on the success of its fragrances, the French maker of luxury leather bags, silk scarves and fashion goods will debut its first ever make-up products in March with the launch of a line of lipsticks.
From March 4, Hermès will debut its first collection of lipsticks. Featuring 24 shades, the line will be sold only in the brand’s own stores and selected retail outlets, at prices starting at 62 euros for one of the refillable lacquered metal tubes. The company plans to add new categories of makeup every six months. Developed by Jérôme Touron at Hermès’s laboratory in Normandy, the lipsticks feature natural ingredients such as beeswax and white mulberry extracts.
Hermès generates 50% of its turnover in leather goods and saddlery, its original profession. Clothing and accessories represented 22% of its sales in 2018, silk and textiles 9%, and perfumes 5%. This fragrance division (Terre d’Hermès, Twilly, Un Jardin Sur La Lagune and Eau d’Orange Verte) generated EUR 312 million in sales, an increase of 9% over one year.
Hermès is a late comer in the cosmetics business compared to other luxury houses such as Dior, Chanel, Yves Saint Laurent or Gucci. The company is therefore entering a highly competitive business and is going forward quite carefully but clearly has long-term view in mind.