Louis Vuitton turns its focus to lip definition with a new LV Crayon campaign starring Dame Pat McGrath. As Creative Director of La Beauté Louis Vuitton, McGrath presents the pencil as a practical tool for shaping color, controlling intensity and creating varied finishes.
CAMPAIGNS
LV Crayon takes the form of the Louis Vuitton Monogram Flower, giving the lip liner a distinctive structure. The shape gives the fingers a firmer grip and offers greater control during application. Its unusual silhouette turns a familiar makeup tool into a recognizable object.
The collection includes ten universal hues with rich, buildable pigment. A single stroke delivers strong color, while the formula allows users to diffuse the line for a softer result. The pencil can define the natural lip shape, create fuller visual dimension or cover the lips as a base. Each shade also works with complementary or matching colors from the LV Rouge lipstick and LV Baume lip balm collections.
Louis Vuitton gives the formula a lightweight texture and a semi-matte finish. The pencil aims to provide immediate comfort and maintain it during wear. Its long-wearing color stays in place throughout the day and resists movement into fine lines for up to 24 hours.
McGrath approaches LV Crayon as a tool for experimentation through technique. Users can draw a crisp outline, fill the lips for an even base or soften the contour with the Lip Blending Brush. The Beauty Sharpener restores the pencil point and supports accurate application. Louis Vuitton also presents dedicated lip looks that explore stronger definition, blurred edges and tonal effects.
The campaign connects the product with McGrath’s runway practice. She explains that every lip look she has created for a Louis Vuitton runway begins with the lip line. The campaign gives McGrath a direct role on screen and uses her technique to explain the product.
