Heaven has managed to command a masterful understanding of nostalgia and what’s current, evident in its campaigns which feature stars from Christina Ricci to Iris Law and Ice Spice. And “they’re always perfectly on time,” said a friend who works in the beauty industry. The brand is never too early and never too late – and always with the right casting, a luxury afforded to brands owned by LVMH, which acquired Marc Jacobs in the late 1990′s.
If Coty decides to use Jacobs’ diffusion line as the foundation of the makeup re-launch, it will be tricky to afford the same freedoms LVMH has with Heaven. Companies like Coty and L’Oréal rely heavily on their designer licenses; they’re integral to the bottom line and following traditional launch calendars and distribution models is critical to the success of blockbuster beauty businesses for Gucci, YSL Beauty and others.
Read more on how the designer label’s lower priced diffusion line that leans on nostalgia, has been a hit with younger shoppers and why the Coty-led revamped cosmetics line should follow its lead. #linkinbio
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? Courtesy | @Heavn/@sk8rmom420
