After such a long time, Jacquemus is finally entering the beauty industry – in partnership with L’Oréal! While a fragrance is on the horizon, more might be coming.
With L’Oréal Luxe as its partner, Jacquemus now has a true beauty powerhouse backing it—one that understands brand identity and brand building to perfection. The big question remains: Who is the target consumer, and at what price point will Jacquemus position itself? Will it enter the premium market or aim for the niche beauty segment?
In terms of aesthetics and vibe, one might look at Loewe’s creations to get an idea of how Jacquemus will position itself in the beauty world—only instead of Balearic influences, expect the effortless elegance of the French Riviera, somewhere between the laid-back coolness of the Côte d’Azur and the sun-drenched luxury of an endless summer.
Interestingly, at the end of 2021, WWD announced a partnership between Jacquemus and PUIG (owner of Rabanne, Jean Paul Gaultier, and more), but it never materialized. Apparently, the two parties couldn’t reach an agreement. Now, Jacquemus is tapping into L’Oréal Luxe’s beauty expertise—hinting that this move might go beyond just fragrance.
It will definitely be exciting to see what L’Oréal Luxe and Jacquemus bring to the market and how the positioning will be strategically executed.