Mid-priced apparel brands are increasingly moving into the beauty market, following the route traditionally taken by luxury brands, according to market analyst Euromonitor.
“The relatively affordable nature of beauty, even at the premium end of the market, makes it an alluring shield for apparel brands against the ongoing discounting environment in western Europe and North America,” said analyst Ashma Kunde. Diversifying into colour cosmetics is also considered a natural extension to clothing due to its evident association with fashion.
“The success of Topshop provides a valuable case study to illustrate the potential for apparel brands in colour cosmetics,” said Kunde. Topshop Make-Up first launched in 2009 and is now stocked in department stores Selfridges and John Lewis. At the heart of its success lies investment according to Kunde – the retailer dedicates a significant amount of store space to displaying its range and also invests in strong advertising campaigns.