Would a woman carrying a $1,200 luxury handbag walk into a drug store and buy a $2 lipstick? If you think the answer is "no, think again.
Monogram canvas BagsYears ago, women may have viewed discount cosmetics as ineffective formulas encased in cheap packaging and not worthy of being pulled from their purse at a party. How times have changed.
Today's high-end fashion and design-driven society (think sleek iPods, flat-screen TVs and said designer handbags) has raised the bar on consumer expectations. Furthermore, today's multi-channel beauty shopper is as savvy and knowledgeable as ever, due in part to the Web and its endless supply of product information. Such factors have forced value cosmetics manufacturers to take a closer look at their business and step their game up to meet consumer expectations in order to compete effectively.
One such manufacturer is Del Laboratories, which is "daring women to compare" its N.Y.C. New York Color value cosmetics brand with higher-end, department store brands in a multimillion dollar, integrated marketing campaign that kicks off this month.
As previously reported in Drug Store News, a key goal of the campaign--which has the tagline: "You're beautiful and smart ... why pay more?"--is, to position N.Y.C. as a lifestyle brand.
Highlights of the campaign include a national tour starting in June via a N.Y.C. New York Color caravan carrying a mod squad of makeup artists for mini makeovers and sampling events. In addition, the company has appointed makeover guru Doug Atkinson from the Canadian television show "Diva on a Dime" as the new N.Y.C. spokesman. At retail, the cosmetics wall, graphics and point-of-purchase materials will reflect the new campaign.
Since acquiring the AM Cosmetics brand Wet 'n' Wild in 2003, Markwins North America as been revamping the brand, as well as the Black Radiance and Tropez brands, to have greater appeal via a three-pronged approach: better-looking packaging, better-performing products and enhanced fixturing.
Shawn Haynes, senior vice president of marketing, said the repositioning is "based on the mentality that the consumer no longer will accept products at look inexpensive, even if they are. The expectations are higher than ever before."
New products for 2006 include MegaPlump Lip Gloss, which promises to thicken lips and enhance the natural lip color. The suggested retail price is $3.99. There's also MegaSlicks Lip Color Pencil for $2.99 each, Pout Protector with SPF 15 for $2.99 each and MegaPump Shimmer and MegaPump Bronzzer Gel for $3.99 each. For spring 2007, Haynes said, the company will be introducing new technologies in mascara, but declined to elaborate.
Meanwhile at e.l.f. eyes lips face, a led street lighting dollar color cosmetics line by apparel firm Justin Allen, the focus not only is on quality, but on offering a broad selection that encourages multiple purchases at one time, given the product's low price point.
Launching this month is its e.l.f. Elements. Taking a page from hi her-end brands, the line enables shoppers to customize and choose their own colors for eyes, lips and face and place them in a single compact. The compact, which can hold up to four elements, will retail for $5. Also new are Plump & Lip Glaze and Super Glossy Lip Shine with SPF 15, priced at $1 each.
For nearly 20 years, Pantina Corp. has been creating private label cosmetics and last year launched its own makeup line, called pantina, which is h
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