Among the many beauty brands gaining traction on TikTok, one balm has been stealing the hearts of beauty creators with its unique texture and finish — the Bisou Balm.
Created by Violette_FR, Bisou Balm was inspired by a popular French beauty trend. In France, aside from red lipstick, the favorite lip look is called ‘bouche mordue,’ or ‘just-bitten lips.’ This look is usually achieved by layering a lip balm with a hint of lipstick to create a subtle flush of color that’s fresh and natural.
This lip balm has become a TikTok sensation due to its ability to create natural, just-bitten lips. The sheer, lightly tinted formula is easy to apply and buildable, allowing users to control the intensity of the color.
Leveraging the Trend Report
Since its launch on June 21st, Bisou Balm has successfully tapped into the market, aligning perfectly with current trends. According to a report shared by Personal Care Insights on the 2024 Lipstick Index, Adobe Analytics highlights a shift in consumer spending, with people gravitating toward high-end cosmetics like fragrances and lipsticks, while cutting back in other areas such as electronics, clothing, and groceries.
Sales of premium lipsticks saw an annual increase of 18.1%, with a 37.1% jump from April to May. This shift in preference led to a 49% rise in high-end lipstick sales between April and May 2024, and a 27.7% increase compared to the previous year.
Lip Trends Making Consumers Explore more Lip Products
It also need to be highlighted that the rising demand for lipstick is closely tied to the ever-evolving lip trends that keep emerging on TikTok. Blurry lips (also called blotted lips) are another Beauty TikTok section favorite, with hashtags like “blurred lips” garnering 50.7 million views and “blotted lip look” reaching 45.3 million views. While this look is also popular in Korea, it’s often achieved with water-tint lip balms and glosses, giving it a slightly different effect compared to the French version. There are lots of ways to achieve blurred lips being shared by beauty creators on the said platform, although it requires additional tools and products to achieve the look.
“But the thing about me is, I’m kind of lazy. So, instead, I opt for a sheer product like the Violette_Fr… The effect is effortless and undone, and requires minimal tools, meaning that it’s easy to apply on the go — which is just how I like it.” Wrote Angela Law, a beauty and lifestyle editor, as quoted from her article on Refinery29.
Beauty consumers are gravitating towards effortless, natural aesthetics, making products like Bisou Balm increasingly popular.
“The blotted or blurred lip is sure to continue in 2024, particularly as many of us are searching for low-fuss makeup options that still give us a hit of dopamine.” She added.
Why More Consumers Opted for Luxury Brands?
Founded in 2021 by renowned French makeup artist Violette Serrat, VIOLETTE_FR is a multi-category, luxury beauty brand. Although the brand is new, Serrat herself has over 17 years of experience in the beauty industry, making her product quality well-known.
Violette’s French-girl makeup line is known for its carefully maintained quality, achieved by limiting the number of products. Ensuring every products “deserved its place in your pouch”, the brand intentionally avoids mass production to preserve both the quality of ingredients and its luxury image. Priced around USD $29 – $30 (IDR 440k – 455k) for one shade of 2.5g balm, people are still flocking around, waiting patiently for the products to be restocked.
Despite being budget concious, Adobe Analytics reports a shift in spending habits whereby consumers continue to seek high-end cosmetics.
When talking about products in the refined category, brand image is a key factor. While most retailers are eager to sell as many products to as many people as possible, high-end brands need to be cautious about overexpansion to maintain exclusivity.
The market’s response to Violette FR’s products have grown organically, considering current makeup trends (cultural influence) and innovative new formulations that significantly cut down the time to achieve a desired look. It’s quite a challenge to maintain the brand’s luxurious image when it becomes trendy, but Violette FR has managed to position itself as both a beauty essential and a symbol of exclusivity.
Maintaining Exclusivity while being On Trend
Ever since Gen Z entered the market, brands have significantly shifted their marketing strategies, as traditional approaches haven’t resonated as effectively with this new generation of consumers—including luxury brands.
Even Gucci has adapted its brand identity by collaborating with a fashion meme page to connect with younger generations. There are ways for brands to maintain their premium, high-end image while staying on-trend and capturing consumers’ attention.
1. Curating Trends to Fit the Brand
Luxury brands should be selective about the trends they adopt. It’s essential for brands to ensure that the trends they participate in align with their core values and image, so the product or service still feels consistent with their luxury identity. Brands should avoid the risk of diluting their exclusivity by jumping on trends that don’t resonate with their brand story or high-end clientele. According to an analysis by McKinsey & Company, luxury brands that embrace the right trends, while maintaining a strong connection to their core brand, tend to outperform those who follow mass-market trends too closely .
- Example: Gucci and Louis Vuitton often adopt fashion trends, but they do so in a way that maintains their brand’s elite status by focusing on premium materials, craftsmanship, and iconic designs.
2. Packaging as a Statement of Luxury
In luxury markets, the packaging plays a critical role in maintaining a brand’s exclusivity. Premium packaging adds to the consumer experience and can even serve as a status symbol. Luxury consumers are not just buying the product; they are purchasing the entire experience, and how a product is packaged reflects its value. As quoted from Influences of design-driven FMCG on consumers’ purchase intention article, NielsenIQ found that 64% of consumers will try a new product because of packaging, particularly in the luxury market where aesthetics and perceived value are crucial. Packaging design also communicates the brand’s ethos, whether it’s minimalism, sustainability, or opulence.
- Study Case: Brands like Chanel and Dior invest heavily in elegant, high-quality packaging to reinforce their luxurious status. By using materials such as glass, metallic, and custom designs, they elevate the overall experience.
3. Balancing Timelessness and Trendiness
One of the biggest challenges for luxury brands is balancing their timeless appeal with being trendy. Luxury brands need to stay relevant by acknowledging current trends without compromising on the timeless elements that define their brand. Striking the right balance allows a brand to appear fresh and modern while maintaining its historical roots and high-end appeal. Luxury brands will need to reinvent themselves by taking inspiration from the values and global culture of Gen Y and Z. By blending tradition with modernity, these brands can stay relevant without alienating their core customer base.
- Study Case: Hermès strikes this balance by continuously offering their classic, timeless pieces like the Birkin bag, while introducing modern touches to their designs or exploring collaborations with contemporary artists.
4. Sustaining a Focus on High-Quality Ingredients or Materials
For luxury brands, using high-quality ingredients or materials is a non-negotiable. Even if a product is trending, it must be made with premium ingredients or high-end craftsmanship to justify its luxury price point and preserve the brand’s reputation.
Stefan Michel, a professor at IMD, shares that consumers in the luxury space are more willing to invest in products when they are assured of superior quality. Premium materials and craftsmanship differentiate luxury goods from mass-market alternatives, even if the product concept ride onto the ‘trend’.
- Study Case: Skincare brands like La Mer are known for their expensive, high-potency formulas, which maintain their reputation for being both luxurious and effective, even when capitalizing on popular beauty trends like “clean beauty.”
5. Limited Products
Creating limited-edition products is a powerful way for luxury brands to tap into trends while preserving their exclusivity. Limited releases build anticipation and desire, making the product feel more special and collectible. This scarcity-driven strategy enhances the brand’s prestige and often encourages faster sales, as customers feel the pressure to buy before the product is gone. According to Harvard Business Review, scarcity marketing—especially when executed in a luxury context—can significantly drive demand by creating a sense of urgency and exclusivity around the product. Limited editions also give consumers the feeling of being part of an exclusive group, reinforcing brand loyalty .
- Study Case: Brands like Chanel and Louis Vuitton frequently release limited-edition products, from seasonal collections to exclusive collaborations, reinforcing the idea that their products are unique and hard to obtain. This approach adds value and keeps the brand desirable.
In Conclusions
In today’s fast-paced beauty industry, luxury brands like Violette_FR prove that staying true to brand identity while embracing trends can elevate both desirability and exclusivity. Bisou Balm’s effortless take on the blurred lip trend shows how luxurious products can capture the zeitgeist while maintaining their refined image. By curating trends, creating statement packaging, and offering limited products, luxury brands can navigate the ever-changing landscape while holding onto their timeless appeal. After all, true luxury isn’t just about keeping up with trends—it’s about setting them.
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