Louis Vuitton has turned a new page, debuting its first-ever makeup collection, La Beauté Louis Vuitton, and choosing Dubai as one of the launch stages with models Ida Heiner and Awar Oohing. Jumeirah is now dotted with imposing hoardings announcing the maison's expansion from leather goods and fashion to beauty, like in their last OOH campaign. With La Beauté, Louis Vuitton is showcasing makeup as part of the brand's cultural universe, a coveted object that is meticulously crafted to take its place alongside its iconic trunks, bags, and ready-to-wear. From LVMH Group, the art direction is streamlined and uncompromising. Dramatic close-up portraits are juxtaposed against saturated backdrops, letting the LV Rouge lipstick take center stage. With Pat McGrath's legendary hand in the collection, the imagery embraces a sculptural sensibility, wherein sumptuous crimson hues recall Louis Vuitton's codes of luxury and passion. The effect is an image of beauty and cosmetics not as accessory, but as statement; powerful, elevated, and artistic. Both models wear distinct takes on Louis Vuitton's idea of beauty: Ida Heiner with her bright, luminous skin and fiery, bold red lip that is as timeless as it is cutting-edge; and Awar Odhiang with her deep, plush lipstick shade that theatrically contrasts against her skin, transforming the product into accessory and shield. The choice of placement amplifies the message. In the heart of Jumeirah, where Dubai’s appetite for fashion and cosmetics intersects with its luxury retail corridors, the massive hoardings are impossible to miss. Their sheer scale creates an urban gallery effect, transforming lipstick into an emblem of lifestyle and aspiration. For passersby, the campaign doesn’t just sell a product; it signals Louis Vuitton’s arrival as a serious contender in high-end beauty. Louis Vuitton’s ad landed on Dubai’s hoardings in the second week of September.
