SOUTH KOREA. In a blockbuster launch, Shinsegae Duty Free today (2 September) announced the global duty-free premiere of La Beauté Louis Vuitton, the famed Maison’s debut beauty collection, at the Louis Vuitton boutique in Incheon International Airport Terminal 2.
The duty-free launch represents a milestone moment for the French luxury house as it extends its philosophy of travel, creativity and craftsmanship into the beauty world, the Korean travel retailer observed.
The collection, unveiled by Louis Vuitton in March, has drawn heightened attention with the appointment of world-renowned makeup artist Dame Pat McGrath, celebrated as the ‘Queen of Makeup’, as Creative Director of Louis Vuitton’s cosmetics division.
At the time of its March launch Louis Vuitton Chairman and CEO Pietro Beccari remarked, “La Beauté Louis Vuitton is a natural business evolution, driven by our meticulous attention to quality, formula and innovation.
“Through this new universe, we have the opportunity to further accompany clients in their everyday lives with purpose and pleasure, while continuing to celebrate our creativity and heritage.”
‘An ode to the empowerment of self-discovery’ – La Beauté Louis Vuitton with Creative Director Dame Pat McGrath introduces the House’s new icons (LV Rouge Creamy Satin and Velvet Matte lipsticks, LV Baume sheer lip balms, and LV Ombres eyeshadow palettes) showcased by models, Awar, Ida and Chu, alongside House Ambassador Hoyeon. Video courtesy of Louis Vuitton.
As reported, Shinsegae Duty Free and Louis Vuitton elevated (literally) the retail experience at Incheon in May by introducing the airport’s first-ever duplex Louis Vuitton store. This followed the opening of the lower level early this year.
The women’s boutique on the store’s ground floor and the men’s space above collectively showcase an extensive range – including ready-to-wear, shoes, accessories, fine jewellery and fragrances – allowing global travellers to experience the full world of Louis Vuitton.
The unveiling of La Beauté Louis Vuitton further enriches this brand story, reinforcing Incheon International Airport as a stage for global luxury firsts, Shinsegae Duty Free aid.
Founded in 1854, Louis Vuitton has consistently expanded its creative universe, from fashion and leathergoods to fine jewellery and fragrance. With this new beauty launch, the Maison strengthens its vision of offering a complete luxury lifestyle to customers worldwide.
The collection, unveiled at Incheon Airport, spans 73 shades and textures and features three core categories:
- LV Rouge – A lipstick line offering a nod to the Roman numeral 55 (LV), available in 55 shades.
- LV Baume – Ten tinted balms with a lightweight, luminous texture.
- LV Ombres – Eight eye palettes, each combining four shades for versatile looks.
“Incheon Airport is one of the world’s most iconic travel hubs, and introducing Louis Vuitton’s first beauty collection here – exclusively at Shinsegae Duty Free – brings extraordinary significance for global travellers,” said a Shinsegae Duty Free spokesperson. ✈
