Clothing is not enough now.
When brands are starting to shift their product lines.
At first I didn’t believe it but then, I was right..Tati was reviewing Zara newest product line of lip products and she was mind-blown. It was..that..great. Everything was just almost perfect maybe their packaging or a bit of their formulas was not that great but overall, it was impressive and here I am watching her swiping each and every lipsticks, lipgloss and lip liner and wanting to try one. Even their price range was on the cheaper side than other beauty brands out there. It did make me wonder why is this trend of a well-known clothing brand willing to invest on their beauty line? Why are more and more of them are joining the gang? From, Forever 21, H&M, Zara, Topshop and &other stories (those are the one I have discovered but there are more maybe?). So, I went further on with asking anyone from Instagram and went to the web.
Apparently, Cosmetic market are thriving more than ever now with “estimated value around US 863 millions by 2024” <Source: Zion Market Research> and we cannot deny with this amount of surge, fashion brands are trying to shift their resources to makeup lines. From the business perspective, they are expanding more than ever and with a proper R&D, they would compete with other brands on having the best makeups. However, this can break or make it for the brand itself. Through it all, if they can cater to beauty enthusiasts who have a lot of high expectations, they surely are successful.
Above it all, do consumers even trust these brands when they released them? Afraid not, there are mixed reviews and I don’t know either personally. I think I have to agree with some of my users that they are trying to be more accessible and expand their market when this trend is surging as long as they are not losing their identity as a brand which is a tricky one. However, the best researches will produce the best quality of products which I don’t think that they are capable of doing so.
My skepticism grew when people only buy their lipstick and blush on and tried to avoid any foundation, powder products or even they didn’t have the courage to try it on with blind eyes. They have to wait beauty influencers like Tati to review on it first. That makes me questions on how can we trust Nars when they launch their beauty products? One answer: credentials. Credentials is everything as well as branding. If your brand is having a solid image and direction, there won’t be any problems to release an additional beauty products. Consumer engagement with your detailed ingredients is very important because like me, I want to know your ingredients before using them blindly. Well, sometimes I will buy them blindly but if you are a clothing company, I would most certainly research first before buying your lip kits.
How can we build this boundary of trust? Well, brands have to be more informative and more open with their product launches. In this case, it is very important to rely on the message why are you releasing them? Are they align with your company’s vision? or even don’t be ashamed when you are collaborating with other beauty brands (this is also boost your image as being a reliable brand). Do we really need these brands to branch out to beauty? To be honest, I am so excited when Zara launched their lip kits and it really matches with their brand’s ethos. But, I don’t really know and care when some of my followers recommended H&M products cause it’s just for sales. All that matters is how brands convey their products and how they want us to be involve with their launch.
Let’s face it, we cannot avoid any other future release out there by anyone from local to big brands that until now are focusing on only apparel. May I remind you that we have to be smart when choosing what we want to buy. Buy those brands that are focus and have visions, directions and care for their consumers. So, if there are new brands that release their own beauty line just try them if you trust their brand. That’s all and it’s simple.
What do you think about this trend? Do you even like it? Or don’t want any products from them?