Tom Ford Beauty is set to redefine the beauty landscape with the recent announcement of Angelina Jolie as its first-ever celebrity ambassador. As the renowned actress takes center stage, she will spearhead the launch of the brand’s new Runway Lip Color franchise, which will debut on September 3, replacing the existing Lip Color line. This strategic shift represents a crucial step for the brand as it aims to rejuvenate its image and address declining sales in the lipstick category.
Angelina Jolie’s selection aligns with her established status as a beauty icon. Previously, she has lent her name to the LVMH-owned Guerlain, where she became a well-respected ambassador for both fragrance and philanthropic efforts aimed at preserving bee populations. Her involvement with Tom Ford Beauty marks a significant evolution in the brand’s marketing strategy, particularly pertinent given the current challenges facing the beauty giant.
The urgency for this transformation is underscored by the recent financial performance of Estée Lauder, Tom Ford Beauty’s parent company. The full-year earnings report for 2024 revealed a notable decline in net sales for makeup products, particularly within the lip category. This underperformance signals a need for innovation and a fresh perspective in a highly competitive market dominated by emerging indie brands. As brands like Summer Fridays, Naturium, and Rhode continue to capture consumer interest with whimsical branding and products that resonate with a younger demographic, Tom Ford must adapt effectively to retain its luxury appeal.
Market research from Circana indicates a clear trend: consumers are gravitating toward lighter, more hydrating lip products such as oils, balms, and glosses, which outpace traditional lipsticks in growth rates. Recognizing this shift, Tom Ford Beauty has introduced the Runway Lip Color, which promises a hydrating complex touted for its “decadent emollience and rich, fade-resistant colour.” This product formulation aims to elevate the sensory experience of traditional lip color while appealing to today’s beauty consumer, who seeks both quality and versatility.
The upcoming campaign, featuring visuals and videos captured by famed photographers Mert Alas and Marcus Piggott, is expected to encapsulate the essence of high glamour synonymous with Tom Ford. With lipstick prices starting at $60 and lip liners priced at $46, the campaign emphasizes the luxury aspect that the brand seeks to reinforce.
As Jolie steps into this ambassadorial role, her influence could very well shape the campaign’s success. Historically, brands that harness celebrities’ star power have seen significant boosts in both brand awareness and product sales. For example, Dior’s Lip Glow Oil achieved viral success, illustrating how strategic marketing and relatable branding can captivate market share away from established giants.
The collaboration with Angelina Jolie also reflects Tom Ford Beauty’s broader vision of capturing attention in a rapidly evolving market. As competition from indie brands intensifies, creating unique narratives around product launches becomes essential. The choice to reboot the lip category not only signals an acknowledgment of current consumer preferences but also a determination to assert Tom Ford’s position as a key player within the luxury cosmetics industry.
In conclusion, the partnership between Tom Ford Beauty and Angelina Jolie is a strategic move intended to reinvigorate the brand’s market presence and ultimately drive sales. As the new Runway Lip Color franchise prepares for launch, the beauty community and consumers alike will be watching closely to see if this collaboration can restore momentum to a brand that has recently struggled for relevance in a lively marketplace.
