Fashion brands can frequently make the transition from clothes to fragrance, however, from clothes to make up is more difficult because women still prefer established makeup brands from beauty experts, like MAC.
Nonetheless, there is considerable consumer demand and interest in fashion brands that have launched their own beauty ranges, such as Giorgio Armani Beauty, which attained its quickest growth of 32 per cent between 2008 and 2009.
Dolce and Gabbana The Make Up is another successful transition from fashion brand to makeup brand, launched in 2009 in the UK.
Dolce and Gabbana fragrances have been highly successful in the market place, even though there was great doubt that its makeup range would fair well.
Topshop and Burberry have both approached their makeup ventures as they would fashion, opting for successful, proven and tested formulae to market their makeup ranges.
They have both understood the marketplace, their customers and plugging the makeup products effectively as they would items of clothing.
Fashion Brands Crossover to MakeUp Brands
Thu, 22 Jul 2010
