YSL Beauté
The 1992 gold-pen highlighter that still sells out 30 years later.
The same gold pen sold at David Jones counters in 1992 for $24, now sells through retailers for $71. The product is identical. The formula has never changed. Touche Eclar launched as a backstage concealer used by makeup artist Terry de Gunsburg during the 1992 Eve's Saint Laurent couture show. The click pen dispenser, the light reflecting liquid, the single shade philosophy all remain the same across three decades. What changed was the price, which has lifted at a compound rate of about 4% a year since launch. L'Oreal acquired the YSL Butte license from the Caring Fashion House in 2008 and inherited a product already approaching global hero status. Most beauty brands chase novelty and cycle through hero products every two or three years.
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