Christian Louboutin will extend its brand into beauty, it was announced today, in a joint venture with Batallure Beauty LLC.
Batallure is a brand and business-development company that has a number of clients including Abercrombie & Fitch, Macy’s, and Sephora.
The plan is to take the iconic shoe brand into the luxury beauty market, with the first products launching in late 2013.
‘We are delighted to collaborate with Christian Louboutin to translate his world-renowned creative vision into the luxury beauty world,’ says Robin Burns, chairman and co-founder of Batallure Beauty in a release. ‘Wearing a pair of Christian Louboutin shoes completely transforms a woman and Christian will bring that same transformative quality to women through his beauty products.’
Louboutin says, ‘Twenty years ago I started what I thought would be a small adventure, which ended up becoming a company. The beauty adventure is a natural extension for someone like me, who likes to empower women and to be a part of creating beauty seems like the right next step.’
Behind the PR statements are solid business decisions. It is not an unprecedented move for a fashion label: many have followed the path from fashion to beauty, trying to get consumers in to the brand at lower prices than the core line. They also hope to convert these beauty consumers into fashion ones down the line.
Burns, and Batallure co-founder Sam Ghusson, have experience in the beauty industry. Burns has been president and CEO of Calvin Klein Cosmetics, Estée Lauder, and Victoria’s Secret Beauty. Ghusson has held executive positions at Calvin Klein Cosmetics, Elizabeth Arden, Victoria’s Secret Beauty, Bath & Body Works, and Gryphon Development.
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