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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My Top Contouring Picks

Damn girl.

Contouring products are everywhere — it wasn’t just a 2014 trend! It seems like every beauty brand has their own contour/highlight duo or palette. How do you know which ones to try? If you’re like me, you want to try EVERY product out there. Unfortunately, that would make my wallet cry. I can’t claim to have tried every product, but out of the many I own and have played with, these are my favorite products that grace my face almost every day.

tarte the sculptor contouring face slenderizer in park avenue princess

This is $24 well spent. I’ve been using the same product for months and it barely looks like I’ve made a dent in it. tarte always wins at industry trends, and the sculptor take sthe cake in contouring sticks. The color is so beautiful on my skin — not too bronze, not too taupe. It has a very subtle shimmer and blends so easily. I sometimes use the slenderizer brush that tarte released at the same time, but I mostly use my Real Techniques sponge. Applying and blending the cream in is seriously foolpoof.

Maybelline FaceStudio Master Conceal in Light

 Since I purchased this little gem last month, I haven’t used any other concealer to hide dark spots, under eye circles, and to highlight my face. The texture is so silky, but not so creamy that it doesn’t make me look like an oil slick. I squeeze a blob of product on the back of my hand, and apply it with a skinny, flat concealer brush, and blend with my sponge. Plus, if I covered up the label, you wouldn’t be able to guess that it only costs about 8 bucks.

NYX Rouge Cream Blush in Glow

The color name “Glow” is so accurate for this blush! At first, when I dot it on your cheeks, it looks so bright and almost neon. It blends so smoothly and seamlessly into my skin, and looks like a natural flush. $6 is an outrageous price, especially considering that it compares to higher-end makeup, like stila Convertible Color.

tarte Amazonian clay waterproof bronzer in park avenue princess

Another park avenue princess favorite! I can’t get enough of this iconic tarte shade. After I have completely blended in my contour cream, concealer, and blush, I sweep this highlighting bronzer on my cheekbones. I then use my concealer and flat brush again to draw a line under the bronzer, and blend. My cheekbones look flawlessly sculpted like Angelina Jolie as Maleficent. Okay…maybe not that sculpted.

 

What are your favorites?

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Beauty By The Ounce: Lip and Cheek Stains

Recently, I had a conversation with my mother about how much money women spend on cosmetic products. We, as beauty consumers, often overlook the ratio of cost to product. We may elect to spend less money upfront, but in return are getting much less product. For this study, I analyzed the cost to product ratio of lip and cheek stain hybrid products. The list is in order of the least to greatest cost per ounce. Keep in mind that all products are not the same formula or type of formula, but produce similar results, which is why I chose to compare their cost to product ratio.

 

Sephora Collection Colorful Cheek Ink Gel – .67 oz for $14 – $20.89/oz

NYX Cream Blush – .23 oz for $6.99 – $30.39/oz

Maybelline Baby Skin Instant Cheek Flush – .16 oz for $6.99 = $43.69/oz

tarte cheek stain – 0.5 oz for $30 = $60/oz

Benefit Benetint Lip & Cheek Stan – .40 oz for $30 = $75/oz

Clinique Chubby Stick Cream Colour Balm – .22 oz for $22 – $100/oz

Becca Beach Tint – .24 oz for $25 – $104.17/oz

Josie Maran Coconut Watercolor Cheek Gelee – .18 oz for $22 – $122.22/oz

Smashbox L.A. Lights Blendable Lip and Cheek Color – 0.2 oz for $29 – $145/oz

Stila Convertible Color – .15 oz for $25 – $166.57/oz

Bobbi Brown Pot Rouge for Lips and Cheeks – .13 oz for $29 – $223.08/oz

MAC Casual Color – 0.08 oz for $22 – $275/oz

 

The price difference between the first and last product is astronomical! As consumers, it’s important to see how much money are are spending, and in turn, how much value we are giving to a specific product.

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