Givenchy shakes up its cosmetics

Luxury goods brand Givenchy is overhauling its cosmetics range with the launch of a miniature line of products called Le Makeup. It will replace the brand’s Le Miroir brand.

The launch of Le Makeup is part of a revitalisation of Givenchy’s cosmetics range, which includes updated packaging and is supported by a redesign of the brand’s in-store environment. It is thought the new Givenchy counters will include elements of the new packaging, which is black with colour-coded “4 G” Givenchy logos.

The Le Makeup range, which comprises 151 items including mini lipsticks, eye shadows and powders, and the redesigned counter will launch exclusively in Harrods next week. It will be rolled out nationwide from April 19, when the Le Miroir range will be discontinued. The launch will be supported by a press campaign starring actress Liv Tyler, who already promotes the brand’s clothing lines and perfumes.

A Givenchy spokeswoman says the cosmetics are being relaunched to modernise their look and to introduce new colours and formulations. Le Makeup will be the first range to have the colour-coded logo – beige for foundations, blue for eyes, red for lipsticks and nail varnish and pink for powder. Givenchy is planning to introduce the colour-coding across future collections.

Givenchy, which is owned by luxury goods group Moët Hennessy-Louis Vuitton (LVMH) is seeking a marketing director following the departure of Heather Fallon, who left last month to join BeneFit, which is also owned by LVMH (MW January 15).

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