May 11, 2018 | By WGSN Insider
Get more with a WGSN membership. Click for a demo.
Sep 07, 2017
If we’re being honest, Tuesday nights rarely go down as the most fun night of the week. Happily though, this week was a little different. Why? Because we were invited along to the re-launch of the ASOS Face + Body department in London’s Covent Garden, to see firsthand the brand new Asos make-up line.
An entire warehouse full of beauty goodness greeted us on arrival, colour coded to satisfy the most OCD of people. Tucked among a wall of epic products – over 100 brands are now stocked on the website – was the brand’s very own, and very new make-up range. A collection of 46 colour cosmetic products that target the most Millennial of us all. Think eye quads suited to the carefree and the glam, contouring and highlighting sticks, lipsticks ranging from a classic nude all the way through to a brilliantly seductive aubergine. And all packaged in some rather wonderful pink packaging, complete with a cheeky wink (no doubt designed with Instagram in mind).
For those that can’t make it down to the public launch this weekend, here’s three things about the whole experience – and the new range – that I love.
1. I can afford it. Even for us beauty editors, some make-up is just a tad too highly priced. Not at ASOS. With a range that offers both trend colours and timeless hues, you can invest in quality product without feeling the pinch, knowing full well that the product you’re getting will deliver time and time again (think lipsticks at £7, eye palettes at £12, and liquid eyeliners for £6)
2. It’s diverse. From the advertising campaigns that show all manner of men and women experimenting with their identity through make-up, to the eclectic foundation choices – this is a range that’s inclusive of all. And I love it more for that reason than any other.
3. ASOS know how to engage a customer and Tuesday night was no different. An entire floor was dedicated to a range of immersive, playful experiences (it’s clear that beauty retail is taking notes from the sell-out global experiences that we’ve been reporting on) – from a golden ball pool to a colour-changing tunnel, this was Instagram gold, and pretty fun to boot.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.