As many of you found it, it was therefore a double-ended lipgloss used in different ways : either we put only the right color, or only the left elsewhere, or – and this is obviously the most interesting – by mixing the two shades that can be dosed at will until the desired color. It is a product range HIP (High Intensity Pigments for) from L’Oreal Paris, which is somewhat equivalent to our French range Studio Secrets whose muse is Linda Evangelista (and God knows what I think personally this choice as ambassador, see this post!).
In short, this double-ended lipgloss was primarily a pretext to address the thorny problem of makeup distributed in supermarkets. No, because over the weeks go by, I find the GMS offers an absolute sadness. Nothing, nothing, nothing … it does almost nothing happening. Suddenly, your many (thank you!) Comments yesterday allowed me to see if a little idea I was doing linear make-up of our Carrefour and Auchan was what you were saying. And since I’m nice, I prepared a small list of demands to advise the marks concerned that it might be good to change in the future.
1) Seasonal collections, you propose
It’s so obvious that it’s crazy that all brands do not do so already. In perfumery, everyone has at least one collection per season, some even push the defect by providing a monthly (no, no, I do not think MAC!). In supermarkets, it seems that only Revlon and Bourjois make up collections ephemeral, with a model to embody the look and the strong trends of the season (those Bourjois are also very nice for a few months).
A seasonal collection, why is it necessary? Simply because that which is ephemeral is considered to be rare, and therefore more easily created the desire in the consumer. It also allows the brand to media-live, always having something new to push in magazines, on blogs … And finally, these limited editions can more easily offer colors that might not be enough umbrella to be part of the bottom end, but are perfect for a one shot and can be a breath of modernity in a mark . On coatings for example, it cost them to do a little color sometimes flashouille?
2) A PALLET, you dare
Please note, if there is seasonal collection, it must contain at least one object that will ensure the strong buzz. This could for example be a make-up palette … except that the actors make-up in supermarkets seem unable to produce one. No but seriously, what’s the problem with the palettes? It’s so hard to make? Obviously yes, because what Rimmel, Revlon, L’Oreal Paris and Co manage to do the best, they are poor quartet of eye shadows without particular case. Whaouh …
I am an example to show you what could be done (photo just above): In institute ARTDECO brand offers this kind of pallets (not pretty enough?) Containing 4 blushes for about 10 euros. And in every season for years. Like what, it’s quite possible if you try hard enough, some should take a leaf …
3) THE PRICE YOU MONITOR
We talked about it already here but again, it is not possible to sell makeup in supermarkets barely cheaper than what you can afford in perfumery with all the promotional codes lying around. I think some psychological levels should be respected: no more than 5 euros a varnish (left to reduce the capacity as those proposed by Debby example), not more than 10 euros for a mascara (that’s still nearly 70 francs – Excuse me younger because I still sometimes translated!) and not more than 15 for a good foundation. It’s also a bit rates that provide for example L’Oréal Paris USA. And while we’re at it, I claim as further developments of type 1 = 1 purchased offered … And yes, since the network is in large areas, use the codes in yesteryear.
4) CRAZY THING, YOU DARE
Your comment yesterday were fairly divided on the quality of makeup sold in supermarkets. Personally, I do not think either of bad product and I think that some references are well worth the detour (1001 lash mascara by Bourjois has been cited on numerous occasions yesterday). Nevertheless, assume that consumers will sometimes say that the products are not tops GMS: how to crack then, using arguments other than the pigmentation of an eye or a good coverage foundation? If I were the marketing department, I’m the type to offer regular objects completely crazy, “gadgets” that my customers would never buy in perfumery but by which they allow themselves more willing to try if they were offered Price Min. And worse, these products play would create the image that could spill over the rest of my range.
Some examples to be practical … The foundation roller L’Oreal Paris: I’m sure he did not market in terms of sales but no matter, we have seen everywhere and at least for once we knew that something was happening at L’Oreal Paris. Ditto for the vibrating mascara Gemey! And right now, it’s much the same thing with the mascara that offer double dose Bourjois & Co. …
5) THE TESTERS AVAILABLE, YOU WILL
Whoever thought we could sell without makeup tester is denounced? And they shut up forever! No but really, is that sometimes marketers put themselves in place of the consumer? They genuinely believe that we can determine the foundation that matches our skin tone simply by looking at the small spot on the cardboard box? Oh no, I’m bad language, there has also noted the colors … C’es on it immediately easier! Almond, Sand, Vanilla, Fishing … it means nothing, what we want is to see the true color of the product. For lipstick, I think it’s even harder because it is simply here to buy a lipstick without seeing the grapes. Experience exclusively for the more adventurous, I warn you!
In short, you will understand, I think there are really many things to improve on that side. Do you share my list of grievances? As you notice, I am stopped at five commandments, if you have more to offer me, please!
