Lippie love: YSL LoveShine launch propels lip gloss sales to record highs in Japan since 2020

By Amanda Lim

- Last updated on GMT

YSL's LoveShine launch has sparked a demand surge in Japan. [YSL]
YSL's LoveShine launch has sparked a demand surge in Japan. [YSL]

Related tags Makeup Lipstick lipgloss Japan L'oréal Ysl beauté

Yves Saint Laurent Beauté’s LoveShine launch has sparked a demand surge in Japan, driving the brand’s lip gloss sales to levels not seen since the COVID-19 outbreak.

YSL LoveShine is a renewal of the brand’s best-selling Rouge Volupté Shine Lipstick Balm.

The product is known for its high-shine glossy finish. However, unlike a traditional gloss, it also combines the colour payoff of a lipstick and the moisturising properties of a lip balm.

Since its launch in Japan on March 29, LoveShine has generated buzz on local social media channels.

The L’Oréal-owned luxury brand saw its lipstick sales tripling when comparing the 17 days before and after the launch, becoming YSL’s fastest-selling lip product from the Shine range.

Furthermore, the brand has recorded its highest sales of lip gloss in four years since April 2020, which was when the Japanese government first declared a state of emergency for COVID-19.

During this time, lip product sales experienced a decline with more people staying at home due to lockdowns and social distancing measures.

At the same time, there was a notable preference for long-wearing matte lip products that are less prone to transfer or smudging, further reducing the demand for lip gloss products.

Among the 20 available shades, No.44 Nude Lavaliere, has been the bestseller and the brand has been unable to keep the baby-pink shade on the shelves for long, said L’Oréal Japan.

It attributed its popularity to the trend of “baby-like”​ makeup in Japan, which is creating demand for sweet pink shades in dewy finishes.

The frenzy for this shade is also turning up demand for another product, YSL’s Couture Mini Clutch eyeshadow quad in Babylone Roses, which contains pinkish tones that help create a “translucent pink-toned makeup look."

According to the brand, one out of three people who purchased No.44 Nude Lavaliere have also purchased the aforementioned eyeshadow palette together.

A similar but peachier shade, No.150 Nude Lingerie, is another colour that was growing in popularity in Japan.

Not only was it in line with the same makeup trend, but it was also spotted on Sho Hirano, an actor and member of J-pop boyband Number_i, during a YSL global event in Paris.

Newest lip icon

Since the end of COVID-19 and mask-wearing, consumers have moved away from long-lasting matte lip products. Instead, they have prioritised more nourishing​ and comfortable formulations.

The product has been praised by users for its ability to plump and moisturise the lips.

The brand’s Shine formula was updated to reflect the changes in consumer preferences with ingredients such as macadamia oil, passionfruit oil, and fig extract to nourish the lips over 24 hours.

The fig extract in particular is harvested from YSL’s own Ourika Community Gardens in Morocco, which grows over 200 botanical species including saffron and iris. 

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