Watch out for new beauty brand Be For Beauty – following a similar format to Deciem and TAM in creating multiple brands over a short period of time. It’s founded by two ex-Boots entrepreneurs who have been well placed to watch and emulate this disruptive form of multi-brand creation. Beginning with Bod (Body On Demand), my prediction is that the Lazy Girl brand, due to launch next year, will be a direct competitor to Glossier, rumoured to be opening its own stand-alone store in the autumn. BOD, according to a Telegraph feature HERE, comes with the claim of having a Spanx like effect (from a cream and a bath soak)… packaging includes the line “BOD Goal Weight: Sexy AF.” I have so many questions over a product that’s a magnesium salt soak and its surrounding imagery and claims.
Glossybox has sold to The Hut Group (owners of Skinstore.com, Beautyexpert.com, Mankind.com, HQHair.com and Mio amongst others) while Walmart is rumoured to be eyeing Birchbox as an acquisition.
Olay Regenerist had a slap on the wrist from the Advertising Standards Authority for using the words, ‘cell by cell’ to imply that the product could have an effect on deeper layers of the skin and they’re not allowed to continue making that claim. Simply put, a beauty cream can only work on the surface layers of the skin rather than the deeper layers, which would render it a medical product. Medical products require much more rigorous testing than a standard beauty product (and availability becomes problematic). It’s thought that many brands underclaim their abilities to work on skin layers so that they don’t get caught in the medical category.
There’s an interesting law suit on the horizon between Japanese brand Tatcha and Too Faced (now Lauder owned). Apparently, Tatcha flagged the similarities (see above) between the new lipsticks from Too Faced and their own but Too Faced went ahead and launched them anyway. So, Tatcha brought the copyright suit. It’s still at early stage so I’ll try and keep up with the story as it unfolds.
Look out for more news from bareMinerals, specifically their forthcoming app bareMineralsMADE-2-Fit for iPhone, that colour matches makes up allowing for a custom blend foundation to be delivered to your door. Created by MatchCo which was acquired by Shiseido (who owns bareMinerals), if it works you can simply order up your custom blend, tone match product (think also blush, eye shadows etc) and have it sent without ever needing to physically visit a store. Shiseido also owns Laura Mercier, NARS and obviously, the Shiseido brand. It’s not a stretch that similar technology will be introduced for the other brands. Something here is flagging up a warning bell for me – losing physical contact with makeup I think might mean an emotional disconnect and therefore brand loyalty which many brands are struggling to maintain anyway. I think this may have only launched to the US at the moment.. I can bring up the app on my laptop but not on my iPhone.
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