Beauty Rebranding

Image from Liveurvanity.com
Image from Liveurvanity.com

Yesterday I posted about Estee Lauder’s new sub-brand, The Estee Edit, now available at Sephora.com. The launch comes at no surprise (though much excitement.) Estee Lauder is often seen as a “mature” beauty brand, one that is used by many older women and not as many young faces. As part of this “rejuvination” of sorts, EL picked up KJ as the fresh, new face of the brand, which instantly harnessed much attention from a younger group. The new launch, with fresh and bold new packaging and a brand new feel, is aimed toward a young, trendy group, and is positioned to compete with brands like Urban Decay and Tarte. Will The Estee Edit launch at Sephora be enough to draw in a new market?

I think so.

I appreciate how EL is going about this new branding. New packaging and a new face might not appeal to older clientele, especially those who have been using EL for years and would be thrown off from a new feel. Creating a new line exclusively at Sephora seems to be the right move, and I’m excited to see how it pans out.

Lancome did something similar in recent years. Lancome was (is) also seen as a “mature” beauty brand, one that might not appeal to a younger market. The introduction of brighter, more trendy eyeshadow colors  without a doubt drew in the eyes of younger shoppers, myself included. Lancome’s Spring 2016 lineup is “cute and playful” and definitely is marketed toward young women. Lancome has also recently launched their “Parisian Pop” collection, which has a very  vibrant feel to it, with colorful mascaras and eyeliners.

How about the opposite? I’ve always thought of Maybelline as appealing toward a younger market. They are usually very trendy (and are the first mainstream drugstore beauty brand to launch a black lipstick next season) and their color cosmetics are appealing to a younger crowd. Do you think Maybelline could do more to appeal to a more mature market?

What do you think?

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Review: Lancome Flash Bronzer Body Tanning Gel

If I wanted to truly test this product, I was going to have to go all out. There’s no point in swatching a little section on the underside of my arm or leg. That wasn’t going to test whether or not the average person could successfully tan without stepping a toe outside.

I’ve self tanned before, mainly my legs so they don’t look so purple-y and pasty. I’m a rare breed who doesn’t like the sun. I’ve managed to use a self tanner with more than okay results before, but I always end up with a streak of some kind.

Since I like Lancome’s powder bronzers and love their Flash Bronzer face gel. Lancome’s Flash Bronzer Body Tanning Gel seemed like an obvious solution to the streaky problem. $40 is a lot for a self tanning product in my book, but it could be well worth it if it provided my legs with a faux glow. I applied the gel the night before I went back to my University for my first day of my senior year. I wanted to look like I just got back from Italy….which I did, but my still-light skin didn’t show for it at all.

There are a ton of guides online from beauty bloggers, YouTube-ers, and beyond. For this trial, I ignored everything anyone had to say and just followed and just followed the instructions on the bottle. This had to be fool-proof, right?

Well, it wasn’t. My legs are splotchy-polka-dotty. I applied with just my hands and fingers and stood around sans clothes for a while to let it dry. I loved how the product glided on my legs and had a caramel guide color to see where the product was soaking in. I used my daily moisturizer around my knees and ankles to help prevent too much color from sticking. This worked well and there are no mistakes on those parts! For the parts where there aren’t any bronze geometic shapes, the color is beautiful. It’s not orangey, it’s not too dark, and it’s not very artificial-looking. I guess practice takes perfect. I am proud that I didn’t end up with any of the tanner on my hands and in between my fingers! I want to try Lancome’s Flash Bronzer again, especially if I can easily scrub off the mistakes I made. Next time I may mix in moisturizer to the formula and see how that works.

I’m willing to try the gel again when I won’t be wearing shorts anymore in case I get the same results.

For reference, Lancome describes the product as follows:

“If you’ve been craving that come-hither Cote d’Azure tan, this “auto bronzante” is the immediate answer without ever reaching for your passport. A formula featuring DHA and Natural Caramel Extract guarantees a gorgeous golden color in just 30 minutes, while antioxidant-rich pure Vitamin E helps keep free radicals from doing future damage, And moisturizing ingredients leave skin feeling satiny-soft and altogether irresistible.”

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