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After a lipstick collection launched in February 2020, Hermès is tackling the nail polish and hand care market. How does Hermès intend to make its mark in the cosmetics sector?
The luxury group Hermès, with the success of its perfumes and clothing, is now rolling out a range dedicated to the hands with nail polish and care.
Last year, the famous leather goods house unveiled its lipstick collection, using the house’s codes. “A new business is the continuity of what we know how to do. We are craftsmen since the beginning, it’s been 183 years that beauty is at the heart of our concerns,” said Pierre-Alexis Dumas, artistic director of Hermès, at the presentation of the new lip products.
The house’s sales in the first half of 2021 had reached 4.2 billion euros, up 77% from 2020 at constant exchange rates. Sales for perfumes and beauty items represented 4% of overall sales, the same share as its watch business.
An investment that pays off
A large number of luxury brands have ventured into beauty, whether it was years ago for Chanel or Dior, or more recently for Dolce & Gabbana or Gucci.
Hermès is no exception. We already know the range of perfumes, which is very successful with its classics like “Terre d’Hermès” or more recently “Twilly“, dedicated to a younger audience.
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Expanding the beauty range means first of all investing and diversifying its revenue portfolio. Indeed, luxury brands have been investing for a few years to diversify their activities: beauty, perfumes or even cafes/restaurants in order to reach a wider public and make themselves “accessible”. With products under 100 euros, the dream is still possible for most people who cannot afford a Kelly bag costing several thousand euros but can afford a nail polish or a lipstick.
Secondly, Hermès seeks to appeal to its younger consumers, who are looking for exceptional products and are receptive to digital campaigns on social networks. Hermès uses influencers on social networks to share aesthetically pleasing photos and videos of its products. More accessible, these products also allow consumers to share the shots of their purchases on social networks and thus encourage them to buy.
Will the new Hermès hand products follow the path of its lip products? To be continued.
Read also > HERMÈS H08: THE WATCH FOR MEN THAT COMBINES DESIGN AND SPORT
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After a lipstick collection launched in February 2020, Hermès is tackling the nail polish and hand care market. How does Hermès intend to make its mark in the cosmetics sector?
The luxury group Hermès, with the success of its perfumes and clothing, is now rolling out a range dedicated to the hands with nail polish and care.
Last year, the famous leather goods house unveiled its lipstick collection, using the house’s codes. “A new business is the continuity of what we know how to do. We are craftsmen since the beginning, it’s been 183 years that beauty is at the heart of our concerns,” said Pierre-Alexis Dumas, artistic director of Hermès, at the presentation of the new lip products.
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After a lipstick collection launched in February 2020, Hermès is tackling the nail polish and hand care market. How does Hermès intend to make its mark in the cosmetics sector?
The luxury group Hermès, with the success of its perfumes and clothing, is now rolling out a range dedicated to the hands with nail polish and care.
Last year, the famous leather goods house unveiled its lipstick collection, using the house’s codes. “A new business is the continuity of what we know how to do. We are craftsmen since the beginning, it’s been 183 years that beauty is at the heart of our concerns,” said Pierre-Alexis Dumas, artistic director of Hermès, at the presentation of the new lip products.
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