Louis Vuitton is a brand name we have all heard of. Founded in Paris, France, in 1854 by trunkmaker Louis Vuitton himself, the brand has since grown to become one of the world’s most valuable luxury fashion brands.
Famous for its premium bags, accessories and luxury clothing items, Louis Vuitton added another string to its bow in August when it entered the beauty space with the launch of make-up line La Beauté.
The collection comprises eight LV Ombres eyeshadow compacts (€220 each), ten sheer LV Baume lip balms (€140 each) and 55 LV Rouge lipstick shades (€140 each), which all reference the numeric value of LV in the branding.
This branding, protected decades ago, has continued to be the brand’s key identifier to this day, which has helped it to remain a success
And it is not uncommon for luxury brands to expand into new areas like this, as we have seen this happen with the likes of Armani, Dior and Gucci, to name a few.
In addition to the cosmetics themselves, Louis Vuitton also released a new collection of leather goods aimed at make-up storage and travel, including vanity cases, lipstick pouches, and lipstick trunks.
MUA Dame Pat McGrath, who sat at the helm of this debut as Louis Vuitton’s Beauty Creative Director, drew inspiration from the brand’s archives when creating this collection.
This new venture poses a great opportunity for us to look back at the brand’s history and the protection of its long-standing image and archived collections, as well as the measures it is taking today to protect its new beauty products from copycats.
Louis Vuitton's LV Rouge lipsticks
Protection is the game
The earliest still-live UK registration for the house mark ‘LOUIS VUITTON’, owned by Louis Vuitton Malletier, dates back to 1977.
In addition to the protection of the house name, Malletier owns UK trademark registrations protecting the company’s monogram pattern logo, dating back to 1983, and for its LV monogram, dating back to 1987.
This branding, protected decades ago, has continued to be the brand’s key identifier to this day, which has helped it to
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