Ted Baker fortifies cosmetics range
into the domestic UK make-up market, following the launch of its
Ted Baker Face Compact range, writes Tom Armitage.
The move, which has widely been interpreted as a trial run for the designer, aims to build on the back of increasing demand for luxury cosmetics in the UK make-up market. The company have already stated their long-term ambition to extend their cosmetics range to include high quality colours, glosses and eye shadows.
The new product line, which includes a total face compact and a gloss compact for lips, are self-styled 'perfect seasonal accessories', and have been designed by experienced make-up artist John Gustafson.
The selling point for the proposed products will ultimately lie in their colour palette, which will match Ted Baker's Autumn/Winter 2004 collection, in a bid to complement its style of clothing.
On the introduction of the new products, Ellie Howden of Ted Baker spoke exclusively to CosmeticsDesign commenting that, "these products are specifically designed as a first step to offering women a broader range of cosmetics products. As Ted Baker sells fashion to make women look good, it appears to be a logical extension to add cosmetics to the range."
The new products have been developed using "technology from the premium end of the cosmetics industry", and the palettes include ingredients that are both "high quality and trusted, reflecting specific colours selected for their ease of relevance rather than ease of manufacture", she said.
Although the current UK make-up sector is dominated by a swathe of multinational brands, this has not hindered the growth of a large number of retailers rolling out rival products in a bid to tap into the niche luxury make up market.
Furthermore, Ted Baker already has luxury retailer status, with a number of high profile retail outlets across the UK, which will help provide it with an instant sales platform to the upper end of the luxury cosmetics sector.
The fact that this new line of cosmetics is designed to rotate seasonally, so as to match the changing colour palette of the catwalk, may lend the Ted Baker brand a significant sales advantage.
According to a recent report from market analysts Mintel, that details the state of the UK make-up sector, the key to bolstering make-up sales is through frequent launch activity.
Both Ted Baker cosmetics products will be presented in a black lacquer case and a foiled outer box, described by the company as the 'perfect handbag addition' - something which the report also outlines as highly influential to make-up sales growth.
The product line will be available to buy from October 2004, throughout selected Ted Baker standalone stores and - depending on the success of sales - will be extended into other stores carrying the Ted Baker Women clothing range.
In recent years the Ted Baker brand has successfully managed to diversify its collective portfolio, using its status as a designer brand to tap into growing demand for luxury products.
The company, which made its first foray into the cosmetics sector in 1998, are hoping to emulate the success of its Skinwear label, which now includes Endurance aftershave and a raft of fragrance related products.
