Beauty Products without the Potent Price Punch.
‘High prices- Low quality and Zero brand promise”
This was a phrase that scared me. A lot . Way more then it probably should. This may be due to the fact that I am completely obsessed with beauty products, so obsessed that I have created a career out of it. This phenomenon was brought to my attention after reading an article on WGSN (my go to trend analysis trustee) that spoke all about a fast moving trend that is captivating the European and American markets, this is a trend of faceless affordable beauty. We as consumers are so used to a world of “SALES” and markdowns. We rush for the nearest deals on the latest pair of limited edition shoes and we are a society that is even proud to post all over various social platforms that we got them for a STEAL Price.
These fashion item obsessed consumers are the very consumers that are looking for the same kind of steal- deal on beauty products and cosmetics. Fashion has become beauty and beauty has become fashion, I don’t know who is to blame for this?? Celebrities who bring out makeup ranges that ultimately become their fashion statement to the world, yes I am talking about the Kardashian/Jenner clan . Their has been a huge influx of the collaborations of beauty and fashion so why cant we us consumers expect the same 70% off sales from our favorite Makeup and skin care ranges? That is all slowly changing…
Looking at a more local market such as our own in South Africa we are finding for the first time in a Good few years High end brands such as MAC Cosmetics have been featuring flash sales and online exclusive sales to try and keep up with this concept. However we are slowly seeing new brands come into our market that knock our socks off when it comes to affordable, good quality beauty.
3ina is one of those brands that offers that first class looking store situated in the most prestique locations and malls competing with cosmetics high price industry giants, the difference with them is simple. Good quality Products at an Honest Price, this is the company ethos and it has clearly worked wonders after being developed just 1 year ago they have entered 16 international markets and essentially manifested an over night success. I mean who can resist their perfectly merchandised store with pops of color and limited edition launches that attract consumers who would have never dreamed of wearing a blue glossy eye before. In my opinion its so much more then just the low prices items and the incredible quality claims but more the whole visual they have created. In a retail industry space the only brands that are standing out are the ones who have their store merchandised to a T and create hype just by the overall appearance of the store.
This every concept of lower pricing without quality compromising has been shared by small business owner, Rabia Ghoor who started the most innovative concept with it comes to affordable makeup and the online platforms of marketing . This business is none other then SWIITCH BEAUTY. After starting the business in 2014 with absolutely nothing, She made sure that her obsession with YouTube video tutorials and makeup would create something huge and that it absolutely did. Rabia like most you tube obsessed lovers like myself really battle to fathom a lipstick for nearly 300 bucks for a look I may only execute once or twice. Rabia’s goal was to create these next level products we see on you tube for the local South African girl without all the hassles of retail shop fittings and spaces. Swiitch Beauty’s FREE delivery always motto has really assisted her to become the brand she is today and also caters directly for the average South African battling to make ends meet. I don’t know one single South African makeup artist that doesn’t want to get their hands on that amazing GLOWGASM pallet and at just R 450,00 for 6 highly pigmented highlighters VS R450,00 for one Baked highlighter at MAC cosmetics. Who wouldn’t branch out and get one delivered free to your doorstep within a few days?
For any makeup addict is this really good news and I personally hope to see more brands following this global trend, however this also poses the question, if this is the future of makeup and this worlds beauty selling industry what is going to happen to all of our much loved yet high priced Brand GIANTS??
TAKENBYSTORM (Pty) Ltd