That’s a whole lot of zeroes…
When Gucci announced it was launching a beauty line, everyone knew it was going to be a big deal. But no-one could have predicted just how much the world wanted a cosmetics line led by Alessandro Michele. And as it turns out, we all really, really wanted it.
According to WWD, Gucci sold more than one million lipsticks in the first month of sales when the 58-piece collection launched in May of this year. Perhaps even more incredibly, data from Coty (the company that owns the beauty license for the brand), showed that one store in Asia sold 33,000 lipsticks in one day alone.
“The launch of Gucci lipstick has been a very, very powerful success,” Pierre Laubies, the chief executive officer of Coty, told the site, adding that 55 per cent of the sales came via online. He also noted that lipstick is the first step for consumers exploring the brand’s beauty offering and with such immediate and proven success, it makes sense that the line will continue to expand. Laubies confirmed in the interview that more products are coming.
Interestingly, Laubies noted that Gucci is now a case study for other luxury brands looking to break into the beauty sector. “We clearly have other brands which can have the same journey, we’re talking of Burberry, for instance, going forward.” As for what this means for Burberry’s existing line of cosmetics is unknown, however the brand could generate interest through a Riccardo Tisci-led collection in the future, perhaps.
Michele was praised for the accompanying campaign that debuted with the lipsticks, particularly for using singer Dani Miller, who has gaps in her teeth, in the images. At the time, the brand said the campaign “conveys a clear message that authentic beauty lies in imperfection.”
WWD also noted that the lipsticks sold for $38 each, meaning the brand raked in over $38 million in sales from the lipsticks alone.
It’s probably about time we renamed the Midas touch to the Michele touch, no?