Analysis of the Advantages and Disadvantages of Luxury Brands Launched Makeup Lines: Taking Hermes as an Example

Ruohan Wang

2025

Abstract

In recent years, as the growth rate of traditional leather goods and ready-to-wear businesses has slowed down, the luxury goods industry has accelerated its expansion into the beauty sector, which is highly profitable, has low entry barriers and can reach young customers. The Rouge Hermes cosmetics collection launched by Hermes in 2020 has become a typical case for studying the cross-category strategy of luxury brands. This article systematically analyzes the core strategies, achievements and challenges of Hermes' beauty line through literature analysis, case studies and the 4P-SWOT model. Research shows that its advantages stem from a century-old tradition of craftsmanship, a closed-loop industrial chain and a stratified market penetration mechanism. In 2024, this business achieved revenue of 535 million euros, an increase of 8.7% year-on-year, and aligned with sustainable consumption trends through replaceable packaging designs. However, the single product matrix, high-price strategy and insufficient digital interaction constitute key disadvantages. It is suggested to strengthen the development of skincare lines and male market products, build an AI-driven virtual makeup try-on system, and increase the penetration rate of eco-friendly packaging from 35% to 80%. Research has shown that luxury brands need to protect their core DNA through vertical integration, but future growth requires balancing the inheritance of craftsmanship and the differences in intergenerational demands, especially in terms of ESG compliance and localization in emerging markets, where breakthroughs are urgently needed.

Paper Citation

in Harvard Style

Wang R. (2025). Analysis of the Advantages and Disadvantages of Luxury Brands Launched Makeup Lines: Taking Hermes as an Example. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 805-812. DOI: 10.5220/0013865500004719

in Bibtex Style

@conference{iceml25,
author={Ruohan Wang},
title={Analysis of the Advantages and Disadvantages of Luxury Brands Launched Makeup Lines: Taking Hermes as an Example},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={805-812},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013865500004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Analysis of the Advantages and Disadvantages of Luxury Brands Launched Makeup Lines: Taking Hermes as an Example
SN - 978-989-758-775-7
AU - Wang R.
PY - 2025
SP - 805
EP - 812
DO - 10.5220/0013865500004719
PB - SciTePress