For all that I say ignore the age target of make up brands and wear whatever you like, there clearly is a gap in the market for make up that feels a little more ‘grown up’ but doesn’t cost the earth. The (not-so) hilarious thing is that brands assume that as you get older, you have more money and for many, many women, that’s simply not the case. I first encountered L.O.V. a few years back when I went over to Germany for a consultation day with Cosnova, the company that makes Essence, LOV and Catrice.
It’s definitely got a more sophisticated vibe to it – it is a little more pricy than Essence or Catrice – and something you might feel more comfortable buying over a Llama or Donut inspired highlighter! Good case in point is the tube of highlighting drops above – so pretty with a little dropper and mosaic packaging.
Easy to see from the swatches that the quality is all there. The first swatch is Liquid Lipstick in Excessive, then the Magnetic Eyeshadow, then the highlight drops and finishing with the Matte Bronzer in Sunshine. For pricing examples (because it’s not yet available in the UK but I WISH it was!), it’s approx EU8.99 for a lipstick and EU10.00 for bronzers/blush. They’re in Euros so you can knock a quid or so, depending upon the exchange rate off, and convert to pounds.
I’d love to know where you’d see LOV fitting in in the UK? My immediate thought was M&S Beauty.
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Yes M & S would be a good home for this brand, from your description – I’ve been quite impressed with the evolution of the M & S Beauty dept over the last few years, they do seem to want to offer a decent range of products at varying price points but all reasonable quality; a thoughtfully curated selection.
Maybe they should let the beauty team have a go at their clothes next, that has been in serious quality and vision freefall for probably the same time (or longer)….!
Cheers, Jo 🙂
Agree with Jo above. M&S beauty department has some amazing items and has been well put together. This range looks like good quality at reasonable prices. Seems like a great fit for M&S.
I also agree with Jo’s suggestion re the clothing!
I think there is a huge gap in supermarket make up and small chemists. Most small Boots seem to have a No7 stand with little stock and only odd colours left and my local supermarkets have dropped cosmetics. A few years ago I had a choice of Nails In, Bourjois, L’Oreal and Maybeline now nothing. There must be others like me who’d throw a nail varnish in the trolley while dashing round?
I think it would fit really well in M&S. I wish the UK would get Catrice as well — it’s so so good, esp for the price.
I agree too & hope M&S are reading this!
Actually, the pricing for LOV is about 1 € higher here in Germany. I never really got warm with LOV. Quality is reasonable, but to be honest, there isn’t much of a difference between LOV & Catrice other than pricing and fancy packaging (including misshappened & unpronouncable product names ). Shade range is very red-y and conventionally boring af
Agree with the M&S proposal……the beauty hall here (Cork) is just fabulous. Sounds like a great fit.
We have Catrice and Essence in many outlets, for example in Primark. I’m 62, and certainly can’t afford the Chanel I crave, so I do rely on Catrice for some of their interesting limited ed. stuff, and the nail varnish is very good indeed, and smartly presented.
(Thank you Jane for mentioning that some of us ‘oldies but groovies’ are still essentially on student budgets!)
So…..a more adult looking range would be welcome indeed. It’s quite likely available here; we get a lot of Continental brands the UK doesn’t (why? Huge market!)
Thanks for this interesting info
We’ve got LOV here too. I never warmed to it. I once owned one of their cream lipsticks but gave it to a friend who was more in need of a nude rose tone than I was. They’ve got better packaging, e.g. the lipsticks have those magnetic mechanics and thus the sensation of “clicks”. If I started off with nothing, I’d maybe prefer the sleek cororate identy of the whole range, but I already have tons of stuff, so these look boring, and thus the packaging isn’t the seller for me. BTW the cringy Marc Jacobs rip off nail polish lids can be taken off, and our comes a lovely traditional bottle lid.
But what instantly put me off and still does is their absolutly ridiculous product naming. It is insane.
LOViconyx Eyeshadow & Contouring Palette, 14,99€
THEGlacious Stylo Eyeshadow, 9,99€
GUILTeyes Fan Effect Mascara, 9,99€
Confidentialiner Eyeliner Pen, 6,99€
If I would start over, and had my make up streamlined and on display, I definitly would consider them more, but not now.
Interesting.. and you’re right that the names are very, er, inventive! There is really a lot that could be done to give it a stronger identity – I’m not sure that they know who they’re talking to at this point. I like the packaging but it does need more personality as a whole.