Valentino’s makeup cushion is as fancy as a jacket
A limited-edition beauty product crafted like a haute couture jacket.
The story
Valentino is launching a limited-edition, handcrafted makeup cushion in China, priced at $600, as part of its expansion into the beauty industry.
Source: wwd.com
Our reading
Valentino’s new makeup cushion is so meticulously made that it takes 10 hours to craft, the same time as a jacket. This is not a joke about the value of fashion, but a literal comparison between a cosmetic tool and a garment. The cushion is also covered in gold threads and beads, which makes it look like it belongs in a jewelry box, not a makeup bag.
It’s not just the craftsmanship that’s extravagant, but the idea that a product meant to apply foundation could be considered a piece of art. The brand is betting that Chinese consumers will see it that way, even as the rest of the world continues to use sponges that don’t require a museum visit.
The cushion’s design is so opulent that it’s hard to imagine anyone using it without feeling like they’re wearing a costume. But if the goal is to make makeup feel like a luxury experience, then the real question is: who’s the audience for a product that costs as much as a week’s rent?
